McDonald’s India boasts a number items on its menu specifically put together to appeal to Indian taste buds. One of the most popular among them is the Maharaja Mac, a gigantic double patty burger with a tangy cocktail sauce. But its size worked against it at times, as some customers would opt otherwise from the fear of being too full.

In 2017, McDonald’s launched a smaller version of the same called the Maharaja Mac Junior and came to us for its promotional campaign. The task was fairly simple - Promote the Maharaja Mac Junior without taking any glory away from the might Maharaja Mac. And yeah, do it all in a very small budget.

We figured that the best solution was to promote both the Maharaja Mac and the Maharaja Mac Junior simultaneously in the same campaign. Our communication picked up on a trend which saw the young flock to McDonald’s for treats and celebrations. We used repurposed Indian viral videos as our films, and positioned the burgers as the ultimate way to celebrate everyday victories, no matter how big or small they may be.