McDonald's India - North and East partners with MTV to bring music IP ‘i'm lovin' it Live' to India

McDonald’s India – North and East is launching the brand’s global flagship music IP – ‘i'm lovin’ it Live’ in India, in partnership with MTV, the youth entertainment brand from the house of Viacom18.

The music IP is coming to India after its success in the United Kingdom.

Actor and brand ambassador Kartik Aaryan unveiled the i’m lovin’ it Live with Sanjeev Agrawal, Chairman, McDonald’s India – North and East, Armaan Malik and Anshul Ailawadi – Business Head, Youth, Music and English Entertainment cluster, Viacom18 - at an event in New Delhi.

i'm lovin’ it Live offers an opportunity for McDonald’s India – North and East to establish a deeper connect with its fans through their passion for music and to become a part of their lives by creating feel-good moments that matter the most to them.

The concept of i'm lovin’ it Live is built on the premise of popular artists coming together and creating unique, never-heard-before compositions, while experimenting with various genres. 

Leading this musical journey will be 8 artists including Guru Randhawa, Armaan Malik, Arjun Kanungo, Harrdy Sandhu, Shalmali Kholgade and OAFF.

Blended well with local musicians and instruments, these melodious compositions will bring out cultural nuances by which the artists have been influenced the most through six original compositions. Music lovers can enjoy these songs exclusively on MTV in a series of four episodes.

Aaryan said, “I am super excited with i’m lovin’ it Live coming to India and as the brand ambassador unveiling the McDonald’s IP. There is something unique about McDonald’s that unites people together and I greatly admire their endeavour to use music as a language to connect with people. I am looking forward to the music that will be created by this exemplary line-up of artists and can’t wait to save it as McDonald’s playlist.”

Sanjeev Agrawal said, “McDonald’s purpose is feeding and fostering communities and music has the power to transcend barriers and unite people together. i'm lovin’ it Live is our attempt to thank our customers and bring out the happy energy of McDonald’s through music and strengthen our relationship with our customers. We are hopeful of providing feel-good moments to our customers by bringing the best form of music entertainment, and an unparalleled line-up of eclectic performances by the best and the biggest music stars of our country. We would like to thank MTV for this association and for helping us in making it one of the most exciting and fun music initiatives of the year.”

Armaan Malik said, “Musicians express themselves through their emotions, which our fans can feel in our performances and in our music. Many a times, these emotions stem from places and cities that are dear to us. McDonald’s and MTV have given me the opportunity to re-connect with those places more intimately, and tap into my most cherished memories. This will not only be a treat to our fans, but also a tribute to those special places.”

Anshul Ailawadi said, “i’m lovin’ it Live with MTV is a very special partnership for us. The property puts the spotlight on India’s musical icons as they connect with a memory that has inspired their creative journey. We hope to give our fans an experience that will leave them yearning for more.”

Further, McDonald’s and MTV are also planning to bring a live concert for consumers. The curtains of this music concert will rise on December 22, 2022 and the audience will get to witness performances by Harrdy Sandhu and Shalmali Kholgade.