McDonald’s India turns social media feedback into a feast in new DDB Mudra campaign

McDonald’s India (West & South) has launched a new campaign titled ‘You Said It. We Made It’ for its recently introduced ‘Big Yummy Burgers’ range. Created by DDB Mudra India, the campaign turns real customer feedback into the inspiration behind the brand’s latest menu innovation and storytelling approach.

The campaign features two television commercials starring Chef Swarup Solgaonkar, Corporate Chef at McDonald’s India, who directly addresses customers’ wish list about McDonald’s burgers. In one film, a young woman confidently states her feeling: “McDonald’s is not filling”, while in another, a young man declares, “McDonald’s burgers are so dry.” In both scenarios, Chef Swarup responds with the campaign’s signature line, “You said it. We made this” before presenting them with the new Big Yummy Burger that specifically addresses their comments. McDonald’s India featured real customer comments in its ad film, demonstrating the brand’s commitment to listening and responding to consumer feedback in the most tangible way possible.

The integrated campaign extends beyond television with several innovative marketing tools, including 3D ‘Comment Burger’ installations at high-traffic locations in Mumbai and Bangalore. These larger-than-life burger displays feature actual social media comments embedded between the buns, creating striking visual representations of the campaign concept and driving significant social media engagement.

Akshay Jatia, CEO, Westlife Foodworld, said: “At Westlife Foodworld, customer-first menu innovation is central to our strategy. The launch of the Big Yummy Burger reflects our focus on mindful indulgence and evolving consumer preferences. It showcases our insights-driven, agile approach to creating meaningful innovations that keep our brand relevant and ahead of changing market expectations.”

Rahul Mathew – Chief Creative Officer & Executive Director, DDB India, said: “The customer is the most important pillar of McDonald’s. So when we saw feedback on our burgers by some, we knew we needed to give those customers what they are asking for. And the campaign shows just that; our chef responding to posts and presenting the new Big Yummy Burgers. Word of caution, they’re quite a stomachful and yet too tasty to put down.”

Before the official launch, McDonald’s also executed a pre-order excitement where a few delivery orders included special empty burger clamshells containing printed customer comments and invitations to pre-order the new offering. This activation generated substantial organic buzz across social media platforms as recipients shared their unexpected comment burgers.

The campaign marks McDonald’s India’s direct engagement with customers, acknowledging their evolving expectations while positioning the brand as insight-driven and innovative. The Big Yummy Burgers themselves—featuring double patties and signature chipotle sauce applied to both bun layers—were specifically developed to address the feedback highlighted in the campaign.

The brand film will run across television, digital platforms, and outdoor media, supported by influencer partnerships and ground-level activations throughout the campaign period.

Credits
Creative: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Ankit Pathak, Maruthi S, Rishabh Kallyat, Sahiti Gurram, Jena Shah, Manika Pangtey, Tanvi Akkaraju, Thevar Subbiah
Strategy: Shashank Lanjekar, Aashna Shah, Roshni
Business: Monideepa Nandi, Sonia Kumar Barkha Bisht
Agency Producer: Jay Gaikwad
Film Executive: Saloni Sharma
PH: Magic Box
Director: Sonal Batra
Executive Producers: Srikanth Kandala & Mayur Patel