McDONALD'S MAHARAJA

TitleMcDONALD'S MAHARAJA
BrandHARDCASTLE RESTAURANTS
Product / ServiceMcDONALD'S HOMEDELIVERY
CategoryB01. Foods
EntrantLEO BURNETT INDIA Mumbai, INDIA
Entrant Company:LEO BURNETT INDIA Mumbai, INDIA
Design/Advertising Agency:LEO BURNETT INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
K V Sridhar Leo Burnett National Creative Director
Payal Juthani Leo Burnett Creative Director - Design
Nadine Pereira Leo Burnett Designer
Zainab Karachiwala Leo Burnett Designer
Prakash Shelke Freelance Illustrator
Sachin Powle Freelance Photographer
Samarjit Choudhry Leo Burnett Account Supervisor
Nikhil Mohan Leo Burnett Account Manager
Neha Shetty Leo Burnett Account Manager

Brief Explanation

The objective was to make the customers who order the McDonald's meal at home, feel like they have been served the meal 'McDonald style' so they can enjoy the McDonald's experience even at home.

The Brief

The brief was to deliver the McDonald's experience at home through Home Delivery.

How the final design was conceived

To bring home the McDonald’s experience we created beautiful McDelivery paper bags. Although simple, these paper bags once opened up turned into lovely tray mats. Each paper bag on opening up revealed a different design, allowing you to enjoy your favourite McDonald’s food on an intricate tray mat. From McChicken to Happy Meals and from the McVeggie to Maharaja Mac, the McDelivery paper bag truly brought the McDonald’s experience to your doorstep making McDelivery simple, easy and enjoyable, even at home.

Indication of how successful the outcome was in the market

The Delivery Boxes were highly successful and became popular collectibles. They were initially used in a single market as a test for a limited period to check acceptability and practical considerations of the new packaging. During the period and even after that 60% of the callers on the repeat orders asked for the tablemat boxes and also asked what other designs were there. In about 15% cases people actually told the order taker that they would want a different box design than the one they had.