Thursday, July 28, 2011

Baby Ronald McDonald Scares Indians

When McDonald's recently opened their first location in Kimaya Kothrud, India, they chose to announce their "birth" like any proud parent ... with a photo of the new baby.

But, unlike the baby photos I am accustomed to receiving, this photo disturbs me on several levels:

1) Do Indians know who this pure white, clown-faced child is if they are not familiar with Ronald McDonald?

2) Is this really an awareness-building campaign?  It does do a good job of announcing the birth of McDonald's; however, it does not educate Indians on the food that is available. Now, I know you may say that McDonald's is the same everywhere, but the truth is that it isn't. Certainly, there are staples like the Big Mac, but McDonald's offers regional menus to capitalize on the ethnic tastes of each unique market it is located in. This ad surely doesn't entice Indians with its regional menu.

3) Finally - and perhaps most importantly - this baby is just plain creepy. It's like a Halloween costume gone bad. Every time I look at it, I have a pretty visceral response ... and let's just say that this response doesn't exactly make me hungry.


Sue Northey - Find me on