From McDonald’s to Domino’s, several US fast food chains have been dominating the Indian space. How have their advertisements been influencing the Indian consumers?
What is this “fast food advertising?
With various sources and platforms, food advertising hopes to connect with diverse individuals across all age groups. Advertisements can easily sway one’s food preferences, especially in teens and young children. Food firms devote much time and money to convincing customers to buy their products.
All kind of advertisement aims to reach as many people as possible and increase sales. Similarly, fast food advertising aims to influence consumers’ eating preferences, particularly those of teens and young children.
Fast food businesses, especially American fast food businesses, spend a lot of money on advertising campaigns to persuade their target markets to purchase their goods.
By making various claims, American fast food brands use effective advertising strategies to attract more customers. To draw customers in, it may use eye-catching colours and images, catchy slogans, the distribution of gifts and prizes, sales or price reductions, etc.
So, if done appropriately, fast food advertising can be very effective. There are many ways to advertise fast food, including television commercials, print ads, billboards, online video ads, etc. Most people who eat fast food are either young people or children.
These commercials stick in the target audiences’ minds and motivate people to act. Free toys were one method used to draw in children. McDonald’s happy meals are a fantastic illustration of how marketers focus on children. All other kids are drawn to the advertisements that feature toys and children having fun with meals. They are also forced to buy their items as a result. Rewarding viewers is another approach to drawing in younger minds.
Fast food advertising vastly changing consumption patterns in India
The consumption habits of the target populations are undoubtedly greatly influenced by fast food advertising. When seeing these advertisements, people frequently consume more than they normally do.
Fast food ads undoubtedly spread quickly online. There are several advertisements with false claims and uninteresting messages.
Currently, the fast food sector is expanding quickly in India and responding to the country’s unique culinary needs. It is becoming more accepted and commonplace, especially among the younger generations of India. Some establishments, like KFC or Burger King, are more than just places to eat. It serves as a place to relax, mingle, and more. The enjoyment of the wealthy is no longer dining out. Even the brands like McDonald’s (BTS Meal), and now Oreo (Blackpink edition) are reaching out to trending celebrities for more popularity.
The first commercial, which promoted the “All American Meal”—a hamburger, fries, and milkshake—was successful in 1960. Eventually, the adverts received favourable comments and audience contemplation, and they are continuing on the right road.
International fast food franchises are being warmly welcomed in India by a young population. Burger King, Taco Bell, and McDonald’s have all recently opened new locations or expanded their existing ones across India.
Notwithstanding the nation’s economic problems, the purchasing power of the typical middle-class Indian consumer is constantly rising as more individuals, particularly women, join the workforce. Also, the country is desirable for multinational food companies wishing to grow globally due to Indians’ increased exposure to international cuisine through the media and travel.
Fast foods are curse in disguise in reality
Worldwide health issues include childhood obesity. Youngsters consume more unhealthy snacks than healthy ones because they are more affordable, accessible and look cool. The majority of fast food items have few nutrients and empty calories. Children are less able to discern commercials aimed at them, making them more susceptible.
Parents of both youngsters and teenagers are now becoming increasingly concerned about this. Widespread advertising of fast food encourages overeating and increases the consumption of high-calorie ingredients, further contributing to obesity. They impact their eating patterns, food preferences, and food selections. Many studies have discovered a direct correlation between rising fast food advertising and kid obesity rates.
According to WHO 2015, the country with the most significant diabetes population worldwide is India. The fast food sector primarily markets to youngsters utilising very effective marketing techniques to encourage repeat purchases, regular consumption, and brand loyalty in young consumers. Children would still be exposed to these advertisements through other media, so a ban on them alone could not have much of an effect on their purchasing patterns. Because they affect their parents’ purchase decisions, some have their purchasing power and are future adult consumers; children and youth are crucial to marketers.
Parents are essential in reducing the influence of harmful advertisements on children that promote unhealthy eating. Children must be shielded from overbearing advertising and the promotion of bad foods. Yet, there are no explicit advertising regulations concerning child-targeted food marketing in India. Moreover, advertisements and marketing promotions for food and beverage products shouldn’t depict excessive consumption (Advertising Standards Council of India).
It is ultimately up to each individual to decide what they wish to ingest. Therefore, if people exercise self-control, these issues and health concerns can be reduced.