McDonald’s India – North and East turns consumer-submitted sibling memories into outdoor brand communication as part of its Raksha Bandhan campaign
North and East has put consumers at the centre of its Raksha Bandhan campaign by turning real sibling stories into outdoor advertising across the region.
As part of a consumer-led activation, the fast-food chain invited fans to share their favourite stories and memories about their siblings. Eight stories were subsequently selected and featured across 16 McDonald’s billboards in the North and East, transforming personal memories into public brand communication.
The campaign was built around the insight that while people may find new “buddies” later in life, their first buddy is often their sibling. It sought to move beyond conventional festive advertising by allowing consumers to become active participants in the campaign.
The selected stories ranged from childhood memories and sibling mischief to everyday moments that reflect the bond between brothers and sisters. By featuring these stories on billboards, McDonald’s brought the consumer-generated content from social media into the physical world.
From Consumers To Brand Storytellers
The activation reflects the growing use of consumer-generated content in festive marketing, with brands increasingly looking to create participative campaigns rather than relying solely on conventional product-led communication.
For McDonald’s, the initiative gave its Raksha Bandhan messaging a personal dimension by placing real consumer experiences alongside the brand’s own communication. The campaign also extended the reach of social engagement into high-visibility outdoor media.
The celebration was supported by the McDonald’s Buddy Meal, comprising two burgers, fries and two drinks, priced from Rs 119. The occasion-led offering was positioned around the idea of sharing a meal with the person who has been a buddy from the beginning.
Turning Festive Emotion Into Engagement
By putting sibling stories at the heart of its outdoor campaign, McDonald’s sought to create a stronger connection between the festive occasion and the brand experience.
The initiative also demonstrates how festive campaigns are increasingly being designed around participation and storytelling, with brands using consumers themselves to create content and drive emotional engagement.
McDonald’s India – North and East is operated by Connaught Plaza Restaurants. The company has around 300 McDonald’s restaurants and 200 McCafé outlets across the region, serves millions of customers annually and employs more than 6,000 people. Its network includes standalone restaurants, Drive-thru outlets and 24/7 restaurants.
