McDonald’s India (West and South) has rolled out the second a part of its EatQual marketing campaign.
Conceptualised by DDB Mudra, the movie exhibits how McDonald’s seems to deal with one problem that folks with restricted higher limb mobility face of their on a regular basis lives. The movie opens to a toddler making an attempt to do numerous day-to-day actions similar to making an attempt to play a guitar, taking part in cricket, doing a craft undertaking, taking part in video video games utilizing just one hand, and struggling at every a kind of. It then exhibits him strolling as much as his pal who has just one higher limb, with two burgers – one within the common packaging and one within the EatQual packaging. It closes with each of them biting into the burger, together with his pal with the ability to maintain and have the burger with ease, within the EatQual case.
Arvind RP, director – advertising and communications, McDonald’s India (West and South), stated, “Based on the World Well being Group, round 15% of the world’s inhabitants lives with some type of incapacity. And but, the world simply isn’t made for them. EatQual stems from this truth. It’s an inclusivity platform that we are going to proceed to construct. The EatQual packaging marks simply step one in that path. We purpose to launch a number of recent, significant improvements to make the McDonald’s expertise simple for everybody.”
Pallavi Chakravarti, artistic head, DDB Mudra West, stated, “This yr, McDonald’s has renewed its dedication to inclusion by persevering with to advertise the EatQual pack. The world doesn’t deal with everybody the identical – most issues are designed to cater to the able-bodied, because the protagonist of our marketing campaign discovers. So, whereas the thought of a pack that allows folks with restricted higher limb mobility to take pleasure in their burgers with dignity shouldn’t be a life-changing one, it’s an necessary one. As a result of this small step alters an expertise for the higher – an expertise that almost all of us take as a right. And for a few of us, it brings a beforehand unattainable pleasure comfortably inside attain. Typically, no, oftentimes, it’s the little issues go a good distance in levelling the taking part in discipline for us all.”
McDonald’s India introduced the launch of the EatQual packaging final yr on the event of Worldwide Day of Folks with Disabilities. The packaging was developed in collaboration with an NGO that has been working in direction of the betterment of the specially-abled group for over 50 years.