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Leo Burnett India and McDonald’s Bring People Together with 'The Social Burger'

Advertising Agency
Singapore, Singapore
New campaign for McDonald’s aims to increase sociability among Indian consumers

In the fast pace life of today, people hurry through their lives and also through their meals, hardly finding time to communicate and share quality offline experiences. Using this simple insight, Leo Burnett has launched a new campaign for McDonald’s - #ThodaTimeAur to help the brand launch its new product offering – the Maharaja Mac – the Social Burger, across the country. 

High on taste and large in size, the Maharaja Mac burger is India’s equivalent of the iconic International Big Mac. The new sandwich is available in two variants – flame grilled Chicken & the first ever Veg Mac. The burgers take time to finish, giving you #ThodaTimeAur to catch up with friends and family. Which means #ThodaTimeAur for more laughter, more celebration, more fun and more pranks with your loved ones. Little wonder, the Maharaja Mac is called 'the Social Burger'. 

With the mega launch at the beginning of this year, McDonald’s India aims to fulfil its vision of being a sociable, relevant and contemporary food destination. A journey which the brand started with the #KuchPalPOffline campaign. 

Kedar Teny, Director, Marketing and Digital, McDonald’s India – West and South, commented on the campaign launch, “As we celebrate the 20th anniversary of McDonald’s in India this year, we decided to reinvent one of our most iconic burgers - The Maharaja Mac. The New Maharaja Mac offers a fulfilling dining experience to customers and is a meal in itself. The build of the burger is such that it takes more time to finish, thereby giving people more time to socialise. This proposition takes forward the brand’s agenda of building sociability at the heart of everything it does. 

The campaign strikes up a conversation with consumers that largely focuses on gaining their share of time. Our campaign tagline #ThodaTimeAur highlights how the Maharaja Mac allows the customer to socialise and spend quality time with their friends and family, and enjoy a memorable dining experience. We are extremely delighted to kick start the year with this exciting launch and will continue to stay attuned to the evolving needs of our customers and constantly innovate menu to stay ahead of the curve.”

RajDeepak Das, Chief Creative Officer, Leo Burnett, added, “Maharaja Mac is the social burger from McDonald’s and its purpose is to allow people more time to socialise with friends and loved ones. Aptly titled #ThodaTimeAur, the campaign demonstrates how with Maharaja Mac’s great taste and large size, one can be involved in long conversations, thus helping to further establish the brand’s image as a great place to connect and share for real.” 


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