To spice up the Indian perception of McDonald’s, we launched the What’s Your Spice Fest campaign, introducing a fiery new product range that resonated with India’s love for bold flavors. We celebrated the diversity of “spice,” showcasing its many meanings—be it tang, zing, or fiery heat—through engaging teasers and vibrant visuals.

We teased the campaign with thought-provoking content, sparking curiosity about what spice means to each individual. Creating buzz through McDonald’s outlets and an engaging social media mystery, we built anticipation for the launch of three hero products and six sidekicks. Fans joined the fun by voting for their favorites to secure a spot on the permanent menu, making What’s Your Spice Fest an unforgettable flavor-filled adventure.