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New campaign from McDonald’s India celebrates ‘leapling birthdays’


Mumbai, India – As February concludes in a non-leap year, McDonald’s India has taken the liberty to celebrate the so-called ‘leapling’ birthdays, and give them the celebration they deserve through its new marketing campaign.

The Indian arm of the popular fast-food chain has initially released a short film, conceptualized by advertising agency DDB Mudra Group. The film depicts quirky highlights on what do people jest about celebrating the birthday on February 29. From their ‘actual age’ jokes to calling their birthday a holiday, the film concludes with a curated meal for these birthday celebrants to enjoy.

“Everyone loves their birthday. It’s the day the world makes you feel special. But for some, this happy day appears on the calendar only once in 4 years. And as a brand that believes that happiness is for everyone, we thought McDonald’s could make it special for these leaplings,” said Rahul Mathew, chief creative officer at DDB Mudra Group.

The promo meal called ‘Surprise Leap Meal’, offers leapling birthday celebrants an exclusive meal which includes vegetarian and non-vegetarian burgers, as well as desserts and shakes.

(Left) Rahul Mathew, Chief Creative Officer, DDB Mudra Group; (Right) Arvind RP, director – marketing and communications, McDonald’s India (West and South)

“McDonald’s has always aimed to create special moments for one and all. Unlike all others, the leaplings have to wait for 3 long years to celebrate their actual birthday. With this campaign, we hope to add some extra cheer to our leapling customers’ birthday week and make them feel special,” according to Arvind RP, director for marketing and communications at McDonald’s India, in West and South.

The ‘Surprise Leap Meal’ was initially rolled out last February 27, and will run until March 7, 2021. The exclusive meal is also only open to customers at select McDonald’s outlets in West and South.

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