M&A: Serving Dragon Warriors

Brand associations are the new ‘in’ thing for Hollywood movie franchises. After Star Wars, Kung Fu Panda 3 tied up with brands such as McDonald’s, ICICI and Ching’s, while McDonald’s took this opportunity to introduce a new Chinese menu.

The fast-food chain launched a new ad film promoting its Happy Meal with Po and his crew. Commenting on the brand association, Kedar Teny, director of marketing, McDonald’s India (West & South) says, “As per the recent report released by a leading online portal, Chinese is India’s second most preferred cuisine. We have a long standing association with Kung Fu Panda franchise and with the third instalment rolling out, we are introducing a new Chinese menu and a thematic packaging for all the offerings under the new menu.”

The ad campaign, conceptualised by Leo Burnett India, will take a multimedia approach and will be promoted across various platforms — TV, radio, digital and outdoor.

Raj Deepak Das, chief creative officer of Leo Burnett India, says, “McDonald’s wanted to create a strong trigger for their all-new Chinese menu. Since Kung Fu Panda 3 is popular across age groups, we decided to integrate the film across McDonald’s menu and in-store décor. We banked on Po’s charm and captured the essence of classic Kung Fu action by using an innovative time slice photography technique, making the ingredients look attractive. It is the first time in the history of QSR-advertising in India, that such a high-profile technique has been used to showcase food. I’m sure this campaign will succeed in creating fun and memorable moments for people while dining at McDonald’s, thus creating a greater connect with them.”

The campaign also has on-ground and in-store support — a selfie booth, toys and giveaways with Happy Meals and also Kung Fu Panda themed uniforms for the staff.

Teny explains, “The in-store décor of McDonald’s outlets and merchandise will also see a makeover inspired by Po and China, as well as a host of exciting activities. The McDonald’s ‘Kung Fu Panda’ Happy Meal is all about having fun and we are excited to give kids the opportunity to recreate the adventures of Po and the Furious Five not only with this unique collection of Happy Meal toys, but by providing kids with an awesome online and offline experience that is both entertaining and energising. This is yet another endeavour undertaken by the brand to extend the ‘I’m lovin’ it’ experience to our patrons.”