The company embarked on its first nationwide promotional campaign in June 2000.
The campaign,
budgeted at Rs 100 million,
was expected to highlight (in phased order) the brand (i.e., the experience there is something special about McDonald’s),
food quality, and variety.
The company also ran special promotions during festivals and held “vegetarian” days,
and was even developing garlic-free sauces to bring in “hard-core” vegetarian traffic.