Speaking of advertising, what has been the role of advertising in establishing and in transforming the image of McDonalds in India?
A. In India, McDonald’s advertising campaigns have been always aimed at connecting the brand with its customers in a highly relevant and culturally significant manner. Our advertisements in India have retained the key strengths of our global heritage and aim to communicate our philosophy of QSC&V (quality, service, clean and value), which is the guiding force behind McDonald’s service to its customers. McDonald’s in India not only aims at connecting to the mindset of today’s generation of consumers, who not only desire individuality but also want to connect to the larger, global village, we live in today. If you watch our television commercials, you’ll notice how these display a new attitude and energy that is ‘forever young’. The stories are told from our customer’s perspective and express the way people feel about the brand and how McDonald’s fits into their lives.
