McDonald's, in its latest campaign, aims to encourage people to find the child within them by sharing the story of a 35 year-old toy collector Sunil Chawla who has amassed over 300 Happy Meal toys.
The ad, conceptualized by Leo Burnett , showcases Sunil Chawla's journey of collecting toys. He describes how possessive he is about the toys and how he has traveled places to collect them.
He now owns hundreds of toys and doesn't intend to stop soon and said "No matter how old you grow, remember at heart, you are a kid." McDonald's also gave him a surprise by exhibiting his toys.
Seema Arora Nambiar, senior vice president,strategy, innovation and capability – McDonald's India, said: “Since the launch of the iconic Happy Meals in India in 1997, it has grown in popularity. The toys that our customers have collected bring back the happy memories created over food. We wanted to celebrate the emotional connect that our customers have with the brand through their Happy Meal toys, which is why we have featured a real life Happy Meal toy collector and his story in this ad film!”
Rajdeepak Das, chief creative officer, Leo Burnett, South Asia, said: “There is a child in all of us, and we keep indulging this child with its favourite treats however old we may be. McDonald’s has just made it easier for everyone to embrace this child. We don’t stop liking toys, for instance, just because we grow up, do we? The joy of collecting toys knows no age. This simple idea got us to the story of Sunil, and we knew it was a story that our consumers would instantly resonate with.”