Fast Food Retailers To Spice Up Sales Co-Branding

Financial Express:

Fast food retailing giants in India are stepping up their marketing activities for April and May this year to meet the growing demand.

McDonald’s India is entering into a co-branded strategic tie-up with Multi Vision – releasing Teenage Mutant Ninja Turtles (TMNT) movie in India this April, and, Paramount – releasing Shrek III here in May. As part of the tie-up, McDonald’s will offer characters from these movies as

Smita Jatia, chief operating officer, McDonald’s India – western and southern region said, ‘Communications synergy between movie distributors and McDonald’s translates into multiplied awareness levels whereby the distributors get access to our customers and push the film. We are looking at a 360 degree approach towards this co-branded tie-up and currently working out the logistical details required for a tie-up of this nature. There will be lot of in-store promotions and contests will be lined up to provide value addition to our consumers. Through the new promotions, we hope to increase footfalls by an additional 25% over previous summer.’

McDonald’s India has nationally started with family promotions by giving out Lego toys as part of the ‘Happy Meal’ programme.