New films by DDB Mudra spotlight spontaneous, real-life connections that make McDonald’s more than a meal — it’s a shared experience
Mumbai, August 5, 2025: McDonald’s India (West & South), operated by Westlife Foodworld, has launched a new brand campaign titled ‘It’s a McD Thing’, celebrating the power of shared moments and spontaneous joy that define the McDonald’s experience across generations. Conceptualized by DDB Mudra, the campaign positions McDonald’s restaurants as more than just eateries—they are evolving cultural spaces where everyday moments turn into memories.
At the heart of the campaign are two brand films that bring this narrative to life:
Film 1: The Impromptu Jam Session
Capturing Gen Z’s improvisational spirit, the first film opens with a group of friends who discover their concert has been canceled. Instead of sulking, they transform a McDonald’s outlet into their own gig, turning packaging, food containers, and tabletops into musical instruments. This slice-of-life moment transforms disappointment into connection — an authentic ‘McD moment’ made possible by the environment McDonald’s creates.
Film 2: The Night Shift Escape
The second film is rooted in relatability. It follows two late-night office workers navigating hunger and exhaustion. A mysterious stomach growl lightens the mood and leads the duo to a McDonald’s outlet, showcasing the brand’s 24×7 availability and its role as a reliable comfort zone during unconventional hours. The tagline: “Your night shift, our night shift.”
Speaking on the campaign, Arvind R.P., Chief Marketing Officer, McDonald’s India (West & South), said,
> “McDonald’s has always been a backdrop for special moments—first dates, exam celebrations, hangouts with friends. With ‘It’s a McD Thing,’ we’re shining a light on those unscripted memories and spontaneous rituals that make McDonald’s more than just a place to eat.”
Adding further context, Harshada Menon and Siddhesh Khatavkar, Executive Creative Directors, DDB Mudra, commented,
> “McDonald’s fans have their own unspoken codes—how they order, share fries, or pick a seat. ‘It’s a McD Thing’ puts a spotlight on these universally understood yet uniquely personal experiences.”
The campaign acknowledges McDonald’s deep cultural relevance in India as an ‘adda’—a place where people gather, bond, and create memories across age groups. It evokes nostalgia for older generations while striking a chord with Gen Z, who are writing their own McDonald’s stories.
The tagline ‘Our food, your mood’ adds a regional touch and emotional layer to the campaign, which is being promoted across TV, digital platforms, in-store promotions, and user-generated content activations to extend audience engagement.
Whether it’s a spontaneous jam session, a late-night snack run, or catching up over fries, McDonald’s continues to be a space where stories begin. That’s what makes it uniquely a McD Thing.
