MUMBAI: McDonald’s Happy Meal was best known for the toy that came with the pack. Now, the brand is allowing any meal to be made into a Happy Meal by adding a toy for just Rs 35.

Inspired by the hundreds of entries McDonald’s received for the biggest Happy Meal fan search, the campaign focuses on kids of all ages — a unique search for the biggest Happy Meal Toy collectors in India!

Conceptualised by Leo Burnett, the digital campaign brings to the fore the heart-warming story of Sunil Chawla, a 35-year-old man, based in Bangalore. Sunil has, over the years, collected over a whopping 300 Happy Meal toys! The film shows Sunil speaking fondly about how his obsession with the Happy Meal toys began. He describes his possessiveness and how over the years he’s made sure to travel far and wide just to complete his toy collection.

McDonald's India senior vice president of strategy, innovation and capability Seema Arora Nambiar says, “Since the launch of the iconic Happy Meals in India in 1997, it has grown in popularity. The toys that our customers have collected bring back the happy memories created over food. We wanted to celebrate the emotional connect that our customers have with the brand through their Happy Meal toys, which is why we have featured a real life Happy Meal toy collector and his story in this ad film!”

Leo Burnett South Asia chief creative officer Rajdeepak Das adds, “There is a child in all of us, and we keep indulging this child with its favourite treats however old we may be. McDonald’s has just made it easier for everyone to embrace this child. We don’t stop liking toys, for instance, just because we grow up, do we? The joy of collecting toys knows no age. This simple idea got us to the story of Sunil, and we knew it was a story that our consumers would instantly resonate with.”

The new campaign employs digital and social media as touch points.