NEW DELHI — McDonald's has handed its PR remit for North and East India to MSL after shifting to new management earlier this year.

MSL takes on the mandate following a competitive agency review, covering consumer and corporate PR, along with influencer engagement.

In particular the firm will aim to support McDonald's revived growth ambitions, following a protracted six-year legal battle with previous joint venture partner Vikram Bakshi. McDonald's finally bought out Bakshi last year, before naming Sanjeev Agrawal as developmental licensee for its Northern and Eastern regions earlier this year.

The long-running dispute with its previous franchisee included the closure of 169 McDonald's outlets. Accordingly, the company is now focused on communicating its turnaround story — after being overtaken in India's growing QSR sector by Domino's and struggling to revive its brand image.

McDonald's had previously consolidated its India PR support with APCO Worldwide in 2018, during its legal tussle with Bakshi. The company's South and West regions remain with Avian WE. 

While McDonald's dine-in facilities in the North and East remain closed under lockdown, the company has resumed its delivery and drive-through services in select states. 

Representatives from both McDonald's and MSL declined to comment.