McDonald’s India (South and West), operated by Westlife Foodworld Limited, has announced the appointment of Starcom India as its new media agency of record (AOR). This decision follows a competitive multi-agency pitch and marks the end of a two-decade-long partnership with Madison Media, which had managed the account since 2004.
Arvind R.P., Chief Marketing Officer, McDonald’s India (West & South), confirmed the development, stating, “We welcome Starcom India as our new Agency of Record (AOR) for media. Starcom brings a strong blend of strategic thinking and future-forward capabilities across data, digital, and tech, making them well-placed to partner with us on our growth journey. We would also like to thank Madison for a collaborative partnership that has spanned over the past two decades.”
Starcom, part of the global Publicis Groupe, will now be responsible for media planning and buying for McDonald’s in the South and West regions of India. This includes managing advertising across television, digital platforms, and leveraging data-driven marketing strategies.
This agency shift comes at a time of continued growth for Westlife Foodworld. In the fourth quarter of FY25, the company reported a 7.3% year-on-year increase in revenue, totaling ₹6.03 billion, and expanded its footprint to 438 outlets across 69 cities in South and West India with the addition of 18 new restaurants.
While Starcom will handle the South and West regions, OMD India will continue to manage McDonald’s media duties for the North and East regions. This regional approach allows McDonald’s India to tailor its marketing strategies to the diverse consumer preferences across the country.
Key Highlights:
- McDonald’s India (South & West) has appointed Starcom India as its new media agency of record, replacing Madison Media after a 20-year partnership.
- Starcom will handle media planning and buying, including digital and data-driven strategies, for the South and West regions.
- This change comes as McDonald’s India (South & West) continues to experience growth, with increasing revenue and expansion of its restaurant network.
- OMD India remains the media agency for McDonald’s India in the North and East regions.