Campaigns
Objective
Make McDonald's dining experience fully accessible for disabled customers, strengthening brand trust and deepening relevance with an audience that is too often overlooked.
Insight
While restaurants wore accessibility badges, the intimate dance of food and fingers remained inaccessible. Accessibility stopped at the door, never reaching the table where true inclusion belongs. The burger's two-handed ritual silently excluded disabled Indians who felt embarrassed instead of enjoying the burger.
Idea
McDonald's launched EatQual, a specially designed burger packaging that enabled people with disabilities to eat comfortably using one hand. The launch was timed to coincide with the International Day for Persons with Disabilities (December 3) and was supported by a social media and influencer campaign. The campaign featured a heartwarming video of a young disabled girl enjoying her burger, alongside endorsements from Paralympic athletes and influencers from the disabled community. The initiative was promoted through social media, PR, influencer partnerships, and in-store events.
Results
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13.4M impressions, 11.1M reach.
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67% increase in brand interest, 36% rise in spontaneous awareness.
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Brand trust scores up 33%, reaching an all-time high.
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Widely recognized, winning multiple industry awards, including Warc, Effie, and Spikes Asia.
Here's the case study.
Objective
Encourage Indian youth to vote in the elections by making them realize the importance of their choice and their impact on the country's future. Drive brand engagement and increase in-store guest count.
Insight
Young Indians are fiercely opinionated about politics online, yet when election day arrives, they would rather spend it socialising at McDonald's than voting. The passion exists but it never makes it to the ballot box.
Idea
McDonald's "Make Your Choice" campaign turned its menu into a statement on voter participation. Non-voters at the restaurant received different orders, prompting reflection on their choice. A filmed social experiment sparked online discussions, while real-time posts visualized voter turnout using McDonald’s food. In-store activations reinforced the message with self-ordering kiosks, polling booth locators, and special offers for voters. Customers could also share voting selfies to be featured on McDonald’s digital platforms, making participation a point of pride.
Results
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Brand score increased from 11% to 13%.
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Earned media worth $4.2 million on a $48,000 investment (88x ROI)
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Won Bronze at Spikes Asia
Here's the case study.
McDonald's Golden Guarantee
Objective
Reassure customers about McDonald's commitment to hygiene and safety while reinforcing the brand’s consistency in taste and quality.
Insight
In a world where everything has changed—how we work, socialize, and go about daily life, people crave familiarity and comfort. Some changes might be permanent, but in times of uncertainty, the reassurance of something familiar can be comforting.
Idea
The world changed overnight. Routines shifted, norms rewrote themselves, and nothing felt quite the same. But through it all, McDonald's stayed exactly as it always was, same taste, same warmth, same feeling of walking in and knowing what to expect.
The campaign brought that contrast to life. Everyday moments played out against a world that had visibly moved on, while McDonald's remained the one thing that did not. It was not about nostalgia. It was about reliability, the quiet comfort of something familiar in a time when very little was.
Some things changed. This was not one of them.
Here are the TV Spots - Golden Guarantee, Take Out & McDelivery
Objective
Carve out a unique identity for Kwality Wall’s in an ice cream market filled with similar-looking brands and drive stronger brand recall and engagement.
Insight
In a world that feels heavier than ever, consumers crave lighthearted escapes in their everyday lives. Ice cream, with its playful nostalgia and indulgent simplicity, isn’t just a treat—it’s a tiny rebellion against the mundane, turning ordinary moments into joyful breaks from reality.
Idea
‘Goodbye Serious’—a campaign that reimagined ice cream as a source of lighthearted fun. Instead of typical product-centric ads, the brand used witty, humorous messaging to bring joy into everyday situations, making the experience of seeing the ads as delightful as eating the ice cream itself.
Here's the case study
Research and Point of View
This research explores how LLMs are reshaping brand discovery and what that means for the advertising mix.
The starting point was a simple question I could not find a clear answer to: which parts of advertising actually matter now that AI is sitting inside the purchase journey? I went through a range of research reports to understand how LLMs cite sources, form recommendations, and decide what to trust. The conclusion was less technical than expected. AI listens to what the world says about you, not what you say about yourself.
The deck explores the implications of that, including why over 95% of what AI cites is unpaid, why brand search volume is now a stronger predictor of AI recommendations than traditional SEO signals, and why the brands showing up in AI answers are largely the ones that invested in trust and earned presence over time.
There is no silver bullet, and the work does not pretend there is. But it maps out what brands can realistically do to improve their probability of appearing, and why the fundamentals of brand building matter more in an AI world, not less.
Strategic research developed to inform MTN's FIFA World Cup 2026 campaign across Africa.
With the World Cup six months out, this was an attempt to understand what football fandom actually looks like today before thinking about what a brand should say or do within it. The starting point was not the brief. It was the culture.
Football has long stopped being a 90-minute event. Fans now live inside the sport around the clock, broadcasting their own commentary, turning reactions into rituals, tracking the moments that never make the highlight reel, and finding ways to win even when their team does not. The real game plays out across feeds, chats, memes and streams, in moments that last seconds but get remembered for years.
The research maps the four forces keeping football's story alive: teams, players, tournaments, and fans. Each adds its own narrative thread that makes the sport bigger than what happens on the pitch. The implication for brands is that the question is not how to reach fans, it is which part of this story you genuinely belong to.
A point of view on the attention economy and what brands can do. It’s a personal favourite.
Boredom once passed on its own. Today it is something we escape the moment it arrives. What began as a way to fill empty moments has quietly become a way of living, and the implications for how brands communicate are more significant than most of the industry is willing to acknowledge. The article traces how distraction became a default, not a choice. We scroll not because we are captivated but because stopping feels harder than continuing. Focus has become effort. Attention feels like work. And the more we divide it, the less we have left to give.
Streaming platforms now commission shows designed to be half-watched. Brands chase micro-moments and rarely meaning. Everything is optimised for distraction, except our minds, which are quietly running out of patience.
Wordle turned a spare minute into a daily ritual rather than a rabbit hole. Heineken's The Flipper made people look up, laugh, and disconnect for just a moment. Neither chased attention. Both earned intention.
Brands that will matter are not the ones that demand more of people's time, but the ones that protect the small pauses that make people feel present again.
Check out the article.
A strategic point of view developed for a bank pitch in Australia, exploring how young people's relationship with money has changed and what that means for financial brands.
The starting point was an observation Orwell made in 1937 that still holds. In The Road to Wigan Pier, he noted that people living under financial hardship do not reach for the sensible option. They reach for small comfort, not out of ignorance, but out of a deep psychological need for relief. That instinct has not changed. The circumstances around it have just become more complicated.
Young people today are navigating an environment where prices rise faster than pay, traditional milestones drift further out of reach, stable careers are replaced by fragmented income, and misinformation spreads faster than good advice. These shifts do not just change how money is earned and spent. They change how it is understood.
The deck maps the tensions reshaping young people's money mindset and makes the case for what financial brands need to do differently: teach through small repeatable behaviours, compete with misinformation on its own terms, guide decisions without locking people in, and design for the irregular, passion-led income streams that are now the reality for an entire generation.