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Speaking about the evolving marketing landscape, Arvind R.P., CMO of McDonald’s India (W&S), shared valuable insights on both the key trends of 2024 and what’s expected to dominate in 2025.
Speaking about the trends of 2024, he said “2024 marked a pivotal shift in how brands captivate audiences in physical spaces. What’s remarkable is how digital innovation revolutionised traditional outdoor advertising, transforming passive viewing into active engagement. The emergence of anamorphic advertising revolutionised traditional outdoor media, introducing a new dimension of consumer engagement. We at McDonald's India (W&S) capitalised on this trend during our McSaver Meals launch, implementing eye-catching 3D anamorphic illusion content that created powerful stopping power. But the true significance extends beyond the technology – it’s about reimagining the intersection of physical and digital experiences. This year demonstrated that when brands push creative boundaries, they don't just capture attention; they create lasting impressions that resonate in consumers' minds long after the moment of engagement.”
He also elaborated on how artificial intelligence (AI) reshaped their marketing approach. “Last year redefined our relationship with artificial intelligence and our approach to customer engagement,” he said. “AI transformed our decision-making, from discovering untapped customer segments to orchestrating perfectly timed campaigns. The year proved that it wasn’t just about automation; it was about forging genuine connections at scale. The most remarkable shift was how campaigns evolved from conventional approaches to hyper-personalised messages that consistently found their mark. As we close out 2024, what stands out most is how AI helped marketers deliver truly personal experiences while maintaining operational efficiency.”
Discussing the shift towards first-party data, he explained, “As third-party cookies continued their phase-out, 2024 became the year of first-party data mastery. Brands invested heavily in developing robust first-party data strategies, creating value exchanges that encouraged consumers to willingly share their information. Customer Data Platforms (CDPs) became central to marketing operations, enabling brands to create unified customer views across touchpoints. Brands are striving to turn this data into actionable insights, creating more relevant and timely customer experiences while maintaining privacy compliance.”
He further noted the growing role of immersive technology in consumer engagement. “Brands reimagined consumer engagement in 2024,” he said. “The convergence of multiple technologies – from AI and immersive experiences to advanced analytics – created unprecedented opportunities for meaningful connections. What fascinates me most is how these technologies evolved from being mere tools to becoming orchestrators of seamless brand experiences. We at McDonald's India (W&S) leveraged Augmented Reality (AR) technology during the McCrispy Burger launch in October 2024. We implemented QR-based interactions across restaurants that created significant consumer intrigue and engagement through a fun game. But this is just one piece of a larger narrative. Throughout 2024, we witnessed how brands that successfully integrated these innovations didn’t just drive transactions – they created lasting emotional connections. The real breakthrough wasn’t in the technology itself, but in how it enabled us to understand and respond to changing consumer expectations in real time.”
On the evolving nature of brand storytelling, he said, “2024 redefined how brands connect with the digital-first consumer. What I found particularly compelling was the transformation of micro-narratives into macro impact. This year marked a fundamental shift in consumer attention patterns, where brevity became the soul of brand expression. Beyond just adapting to shorter formats, there was the emergence of a new marketing language that balanced entertainment with engagement, creativity with conversion. The most fascinating aspect wasn’t just the rise of these quick-consumption formats, but how they evolved into powerful vehicles for authentic brand stories and meaningful consumer connections.”
Speaking about the trends of 2025, he said: He highlighted the re-emergence of brand marketing, stating, “One of the trends we've seen in the past decade is the dominance of ‘performance marketing’ as a discipline. Primarily driven by a last-mile attribution approach in digital, resources have moved away from brand marketing towards ‘performance marketing’. However, in 2024, we witnessed a gradual rediscovery of brand-marketing principles, mostly through the ‘brand vs performance marketing’ debate. Businesses are realising that sustainable growth comes from growing the ‘top of the funnel’, which in most cases means reaching non-users and light-users. The future lies in viewing the marketing funnel as a whole, creating powerful brands, rather than only ‘harvesting’ in-market buyers.”
He elaborated on the growing importance of Marketing Mix Modelling (MMM) in 2025. “Marketing Mix Modelling (MMM) is fast emerging as the cornerstone of data-driven decision making in 2025,” he said. “As privacy regulations tighten and the realisation grows that both ‘attribution’ and ‘incrementality’ are important, MMM offers a robust framework for understanding marketing ROI across channels. This approach helps organisations optimise their marketing investments by providing clear insights into the effectiveness of both online and offline initiatives, enabling more strategic resource allocation and better business outcomes.”
On the rise of Retail Media Networks (RMN), he added, “Retail Media Networks (RMN) are set to revolutionise digital advertising in 2025. With their robust first-party data capabilities and privacy-compliant solutions, RMNs offer unprecedented targeting precision and measurement transparency. The ability to seamlessly connect online ad impressions to digital store purchases makes them an invaluable advertising platform. As third-party cookies phase out, RMNs' sophisticated omnichannel approach, combining social media, CTV, and digital radio, will become one of the key components of a digital-forward media mix.”
