As the nation gears up to celebrate Independence Day, 9X Media and McDonald’s India (West & South) have joined forces to commemorate the occasion in a unique and melodious way.

The collaboration, in association with sonic branding agency BrandMusiq, aims to resonate with the spirit of the new generation of Indians through a fresh rendition of the iconic ‘Pa Ra Pa Pa Pa’ jingle.

Renowned for its delectable fast food offerings, McDonald’s India has partnered with 9X Media, a prominent media company, to craft a musical masterpiece that encapsulates the diverse musical heritage of the country.

The legendary ‘Pa Ra Pa Pa Pa’ jingle, which has been etched into the memories of millions, has been reimagined to incorporate musical elements from different regions of India, McDonald’s said in a statement.

The 60-second creative piece, which is currently making waves across social media platforms, unites McDonald’s most beloved food items with tunes representative of West and South India.

Encompassing the cultural flavors of states such as Maharashtra, Rajasthan, Gujarat, Goa, Tamil Nadu, Karnataka, Andhra Pradesh, and Kerala, the collaboration truly captures the essence of India’s musical tapestry.

This innovative initiative has struck a chord with audiences nationwide, garnering widespread appreciation for its artistic blend of gastronomy and culture.

The video not only pays homage to the culinary delights that McDonald’s India offers but also acts as a harmonious tribute to the rich musical diversity that defines the nation.

With the nation’s 76th Independence Day around the corner, 9X Media and McDonald’s India have orchestrated a harmonious symphony that encapsulates the vibrant essence of India’s past, present, and future.

Through this collaboration, the partners have succeeded in creating a sonic experience that resonates with the soul of every Indian, regardless of their geographical roots. This venture stands as a testament to the power of creativity, unity, and the indomitable spirit of independence.

Commenting on the collaboration, Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S), said, “We believe that akin to McDonald’s food, music has the universal appeal of captivating hearts and is loved by all. This insight led us to our exciting collaboration with 9XM on account of Independence Day, celebrating India and its rich culture. We aimed to recreate our signature brand tune, to speak to the Indian heart, in harmony with our diverse musical heritage. We gave the ‘Pa Ra Pa Pa Pa’ jingle a new dimension with a fusion of sounds from various indigenous musical instruments – each representing a unique cultural identity. This initiative is aligned to McDonald’s India’s deep commitment to embracing local tastes and sensibilities, bringing to life a brand that is relevant and loved by all, just like our rich Indian music.”

Amar Tidke, Chief Programming Officer at 9X Media Pvt. Ltd, said, “Our collaboration with McDonald’s for the Independence Day campaign has been an incredible journey of creativity and innovation. By infusing the iconic McDonald’s signature tune with the vibrant flavors of India, we’ve beautifully showcased the power of cultural fusion. This project stands as a testament to the strength of teamwork and creativity, and we’re thrilled to witness both our client and audiences wholeheartedly embracing and ‘Lovin’ it’!”

Founder of BrandMusiq, Rajeev Raja said, “‘It was a great privilege to create a new version of McDonald’s MOGO® or ‘Musical Logo’ for India. We incorporated sounds of India in a fun, entertaining way, mixing elements of folk Indian instruments on the one hand and street rap music on the other.”