MUMBAI: Global fast food retailer McDonald’s India has earmarked Rs 35 million for its ‘Har Chotti Khushi Ka Celebration’ campaign on FM radio. The six week campaign currently on air will culminate by March end.
Confirming the outlay of expenditure on the airwaves, McDonald’s India (west and south) marketing director Arvind Singhal reveals, Out of the total advertising spend (Rs 500 million-600 million) across different mediums for â€?Har Chotti Khushi Ka Celebration’ campaign, we plan to spend around six to eight per cent on radio….
The campaign on radio, crafted by Leo Burnett, is a combination of interesting stories around â€?People enjoying their Choti Khushi’ as spots combined with interactive contests with radio jockey asking listeners to call in and share their small moments of joy.
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We have worked with top players in each market and have invested in inventory of Big FM, Radio Mirchi, Fever FM to name a few. The campaign is being aired in cities of Mumbai, Pune, Bangalore, Hyderabad, Chennai, Ahmedabad, Nasik, Surat etc….
McDonald’s has a three week plan covering both the morning and evening day parts with min 10 -15 spots in each day part. Singhal adds, We have done around four radio spots, each adapted to local languages for local flavour. We have roped in Leo Burnett as our creative agency for the Har Chotti Khushi Ka Celebration’ campaign….
The company had earlier used the radio medium innovatively by roping in Red FM jocks, Malishka and Nitin. A one hour segment Breakfast with Malishka and Nitin… was designed in Mumbai and Delhi for an entire month during prime time morning slot Designed by advertising agency Madison Communication, the campaign was released in July 2007
Singhal believes, Radio when integrated as part of the main campaign does delivers a fantastic reach, especially when the target group you want to target is the youth and the yanks!…
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