McDonald’s India Kicks Off ‘Battle Of Spicy’ With Raghu-Rajiv Of Roadies Fame

McDonald's India has rolled out 'Battle of Spicy' where customers decide which burger will stay on the menu - the original McSpicy or the new Indi McSpicy


If you are a McDonald’s fan and love its McSpicy range of burgers, you’ll be delighted to know about the new Indi McSpicy flavour. The QSR chain known globally for its localized flavours has introduced Indi McSpicy – a desi twist to the international spicy burger with green chilli sauce made from locally-sourced green chillies.

Indi McSpicy will have a filling of paneer or chicken patty marinated with lettuce, red jalapenos, chilli, onions and cheese sandwiched between spiced masala buns topped with black and white sesame seeds.

For McSpicy buffs like me, this is such a mouth-watering news to have an Indi version of your favourite burger, but this might not last forever! Yes, McDonald’s wants us to choose between the original McSpicy and the Indi McSpicy, and the burger with the highest votes will stay on.

The Indi McSpicy burger is available across McDonald’s restaurants in the west and south of India from October 19, 2015, till January 4, 2016. Its fate thereafter will be decided by user votes in ‘Battle Of Spicy’ rolled out last weekend.

For the 360 degree marketing campaign rolled out nationally, McDonald’s has roped in ‘Raghu-Rajiv’ – the twin brothers of MTV Roadies fame. In the TVCs conceptualized by Leo Burnett, the twin brothers are seen indulging in an intense debate over the fate of the burgers.

While Rajiv is sure his favourite international McSpicy will win, Raghu is all for the new Indi McSpicy. Or it could be the other way round, if only one can make out the twin brothers!

On the digital front, a microsite has been created for ‘Battle Of Spicy’ where one can vote for their favourite burger of the two. There’s an assured talktime voucher worth Rs 50 from Freecharge for all voters plus the chance to win hourly and daily prizes of vouchers worth Rs 1000 and Rs. 3000. Weekly prize includes iPad Mini and the grand prize includes an iPhone.

The Indi McSpicy is ahead of the game with nearly double the votes of McSpicy; Indi McSpicy has garnered over 14K votes while the international McSpicy is at 7K votes at the time of writing this.

The brand has been making use of its social media properties to spread the word. Fans have been invited to participate in ‘Battle of Spicy’ and cast their votes for their favourite burger, with the help of enticing visuals.


I’m loving it!

No matter which burger loses out, McDonald’s wins all the way up until the campaign results are out in January. Regular patrons are sure to try out the new Indi McSpicy and with this national campaign being rolled out just in time when the country is all out to eat and shop in all their festive glory, McDonald’s has ensured a heavy brand recall and more trials of the newly introduced Indi McSpicy at its outlets.

Moreover, it is highly possible that the brand retains both varieties, after all the international McSpicy is a hot favorite in India. Either way, Battle of Spicy is a well-crafted launch campaign for Indi McSpicy. It gives the power of choice to brand advocates and deepens bonds with them.

The choice of Raghu-Rajiv, microsite for public voting and incentivized participation further adds to its appeal. But, the visuals shared on social media could be spiced up too. Perhaps some gifs or looping videos would add the fun to the battle.