MUMBAI : 9X Media and McDonald’s India (West & South) have collaborated to bring together musical ethos from across the country, on the occasion of Independence Day.

9X Media has collaborated with McDonald’s India and BrandMusiq to connect with the new generation of Indians on the occasion of Independence Day. Being one of India’s famous fast food chains, they came together with one of Asia ‘ s pioneering sonic branding agencies to create a new sonic signature of the famous tune “Pa Ra Pa Pa Pa” which features musical ethos from across the country.

The 60-second creative that is currently going viral sees the brand pairing everyone’s favourite food items with tunes from West India and South India which include states like Maharashtra, Rajasthan, Gujarat, Goa, Tamil Nadu, Karnataka, Andhra Pradesh and Kerala. The audiences have wholeheartedly embraced this initiative. The video showcases a beautiful blend of every state’s musical journey.

Here’s a glimpse of the video:

Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S), says, “We believe that akin to McDonald’s food, music has the universal appeal of captivating hearts and is loved by all. This insight led us to our exciting collaboration with 9XM on account of Independence Day, celebrating India and its rich culture. Our aim was to recreate our signature brand tune, to speak to the Indian heart, in harmony with our diverse musical heritage. We gave the ‘Pa Ra Pa Pa Pa’ jingle a new dimension with a fusion of sounds from various indigenous musical instruments - each representing a unique cultural identity. This initiative is aligned to McDonald’ s India’s deep commitment to embracing local tastes and sensibilities, bringing to life a brand that is relevant and loved by all, just like our rich Indian music.”

Amar Tidke, Chief Programming Officer at 9X Media Pvt. Ltd, says, “Our collaboration with McDonalds for the Independence Day campaign has been an incredible journey of creativity and innovation. By infusing the iconic McDonalds signature tune with the vibrant flavors of India, we’ve beautifully showcased the power of cultural fusion. This project stands as a testament to the strength of teamwork and creativity, and we’re thrilled to witness both our client and audiences wholeheartedly embracing and ‘ Lovin’ it’!”

Founder of BrandMusiq, Rajeev Raja shares his views on the collaboration. He says, “It was a great privilege to create a new version of McDonald’s ‘Pa Ra Pa Pa Pa’ jingle for India. We incorporated sounds of India in a fun, entertaining way, mixing elements of folk Indian instruments on the one hand and street rap music on the other.”

Undoubtedly Indians will find this sonic treat from McDonald’s as irresistible as the great tasting McDonalds meal’!