Chennai: McDonald’s India (West and South) has yet again reinforced its commitment to fostering inclusion through its latest campaign. The iconic brand has launched a heart-warming brand film created by DDB Mudra that highlights how small innovations can go a long way in making the world more equal for everyone. The latest campaign showcases the role that the McDonald’s EatQual packaging plays in addressing one of the many challenges that people with limited upper limb mobility face in their everyday lives. The brand has reiterated that it aims to extend the EatQual platform to launch meaningful initiatives aimed at promoting inclusion across gender, languages and disabilities.
The film opens to a kid trying to do various day-to-day activities such as trying to play a guitar, doing a craft project, trying his hand at blocks, playing video games using only one hand, and struggling at each one of those. It then shows him walking up to his friend who has only one upper limb, with two burgers – one in the regular packaging and one in the EatQual packaging. It closes with both of them biting into the burger, with his friend being able to hold and have the burger with ease, in the EatQual case.
The brand film showcases a child’s curiosity to explore the world as they see others experience it. The kid after trying a host of activities realizes that eating a McDonald’s burger is one of the few experiences that he and his friend with limited upper limb mobility can share easily.
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