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SUB CATEGORY :
MCOMMERCE
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COMPANY ENTERING :
DDB MUDRA GROUP, MUMBAI
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TITLE :
EATQUAL COLOURS
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BRAND :
MCDONALD INDIA (WEST AND SOUTH)
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ADVERTISER :
HARDCASTLE RESTAURANTS PVT. LTD
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AGENCY :
DDB MUDRA GROUP, MUMBAI
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CHIEF EXECUTIVE OFFICER :
ADITYA KANTHY
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CHIEF CREATIVE OFFICER :
RAHUL MATHEW
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CREATIVE DIRECTOR :
SIDDHESH KHATAVKAR/HARSHADA MENON
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ART DIRECTOR :
KANCHI UNDEVIA
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COPYWRITER :
PALLAVI MEHROTRA/ASHWIN BALASUBRAMANIAN
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AGENCY PRODUCER :
JAY GAIKWAD/ALISHA DSOUZA
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ANIMATOR SPECIAL EFFECTS :
DARSHIKA KAPADIA
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ACCOUNT MANAGER :
AAROHI BHANUSHALI/BARKHA BISHT
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BUSINESS STRATEGY DIRECTOR :
DELON MASCARENHAS
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STRATEGIC PLANNING DIRECTOR :
MEHAK JAINI
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STRATEGIC PLANNING MANAGER :
ADITI HARIHARAN
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PLANNER :
VIDISHA JAIN
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MEDIA AGENCY :
MADISON, MUMBAI
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FILM PRODUCTION COMPANY :
ZIG ZAG FILMS, MUMBAI
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DIRECTOR :
SHREYA SHROFF/ANANT SINGH
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EXECUTIVE PRODUCER :
ANUPAMA ALHUWALIA
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FILM PRODUCER :
SHINA GUPTA
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ENGLISH CONTEXT EXPLANATION :
GENESIS OF EATQUAL
McDonald’s embarked on its inclusivity journey over the past four years through EATQUAL platform under which we solved for accessibility in packaging, infrastructure, language, gender inequality etc.
STRENGTHENING EATQUAL
EatQual got us thinking - who else was deprived of a good experience with burgers? Arguably. ‘taste’’ is the most important part of ‘food’ but what often gets undermined is the role of ‘sight’ in taste.
WE EAT WITH OUR EYES FIRST
We acknowledged the challenges faced by the colour-blind community of 70 million in India alone. For those who see differently, the colours blur together, dampening the ordering and dining experience.
INDIA’s. FIRST COLOUR-BLIND FRIENDLY DELIVERY APP
In response, we launched 'Colour-Blind Friendly' technology on McDelivery. We extended the tech through open sourcing to our partner and competitors. We leveraged storytelling through a film and influential KOLs onsocial media to amplify awareness.
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