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    The Best Work You May Never See: McDonald’s India, DDB Mudra Open Eyes To Color Blindness

    By SHOOTUpdated:No Comments2552 Views

    When it comes to ordering food, we eat with our eyes first. However, the experience might be different for color blind people. Color blindness is more widespread than many realize, with roughly 70 million people in India experiencing it. With an intent to make food ordering more enjoyable and easier for color blind consumers, McDonald’s India (West and South)–owned and operated by Westlife Foodworld Ltd,–has launched a new feature on its McDelivery App and website to make it color blind friendly, a first of its kind initiative in the food industry. EatQual 2.0, builds upon McDonald’s India’s (W&S) inclusivity platform EatQual, which was launched three years back, to make delicious feel-good moments easy for everyone. 

    To spread awareness of the new feature, the brand has also unveiled this heartwarming brand film that provides perspective through the eyes of a color blind photographer. The campaign rollout came last week on World Sight Day.

    Rahul Mathew, chief creative officer, DDB Mudra Group, shared, “We’ve always believed that EatQual is more than just a campaign; it’s a journey that McDonald’s is on. With every intervention, we hope to enhance the eating experience, making it a little more equal for everyone. That’s why we work closely with the community to help us understand what they might be missing and how we can bridge that gap.”

    McDonald’s India started the journey of EatQual in 2020 to improve accessibility and inclusivity for people with various disabilities and has been taking definitive steps ever since then. DDB Mudra has partnered with McDonald’s since EatQual’s inception to strengthen this global purpose platform around inclusion. As a part of this new initiative, EatQual 2.0, the newly updated feature can be accessed by users by simply updating the McDelivery App and website. Individuals who are color blind can select from three color enhancement options "Green-Red"; "Red-Green" and "Blue-Yellow." The app and website use a special algorithm to display the menu in colors that are appropriate for the user. This allows color blind people to see the real colors of the food and drinks and make more informed decisions about what they want to order.

    The film was directed by Shreya Shroff and Anant Singh via Zigzag Films And Media.

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    Credits

    Client McDonald’s India Agency DDB Mudra, Mumbai Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Kanchi Undevia, Pallavi Mehrotra, Darshika Kapadia, Ashwin Balasubramanian, creative; Mehak Jaini, Vidisha Jain, strategy; Jay Gaikwad, Alisha Dsouza, films. Production Company Zigzag Films And Media LLP Shreya Shroff, Anant Singh, directors.

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:DDB Mudra GroupMcDonald's



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

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