NEW DELHI: As the country faces a task ensuring people stay indoor and avoid social contact, quick service restaurant chain McDonald's launched its global social media campaign in India, splitting the letter M in its logo.
First launched in Brazil, the India campaign aims to convey and promote the message of social distancing as the novel coronavirus continues to tighten its grip over the country.
The restaurant chain, through its social media handles including Facebook, Twitter and Instagram, has urged citizens to avoid stepping out of their homes.
"These are challenging times and we are mindful about the way we communicate. Our effort is to create awareness with creative storytelling using digital cues on social media and reinforce the importance of social distancing in these times. We are happy with the response that we have got so far," said a spokesperson from McDonald's India (North and East).
The change in the logo is only for digital platforms and not its restaurants which remain largely closed in most parts of the country currently.
Popular among young consumers and families, the restaurant chain operates more than 150 restaurants across North and East of India.
Sanjay Sarma, founder at boutique branding and communication advisory firm SSARMA Consults feels it is easy to do an animated GIF for Instagram but he would like to see more on how brands are treating all their stakeholders ---employees, vendors and customers in this moment of crisis.
"It is a true test of character for every brand. For McD, the opportunity lies within its people. They are the harbinger of happiness around the world and they should do exactly that to cheer up the world with some positive vibe. I would have liked to see a front line employee centric campaign rather than just a logo split," he said.
"Imagine McD quickly putting together a McBurger, McMask and McSanitizer combo globally. I bet it would have instantly become their hottest selling combo. Additionally, the fact that millions would be walking around wearing red masks with the golden arch logo. It would be putting money where the mouth is and a great branding opportunity too," he added.