MUMBAI: McCain foods India this festive season is looking to become the bridge that brings families together with the ‘McCain Banega Diwali Ka Maza Badhega’ campaign. Diwali is a time when families come together to celebrate, but it’s also a time when different generations, with their diverse perspectives, often find themselves clashing. From grandparents who hold traditional views to younger generations bringing in fresh, modern ideas, festive gatherings can become a ‘mehfil’ of chaos. This year, McCain said that it has recognised this dynamic and created a campaign that looks to embrace the generation gap, transforming these differences into moments of joy. The campaign captures the essence of family get-togethers during Diwali, showcasing how a simple snack can turn lively debates into shared laughter and bring everyone together.
At the heart of the campaign is a new digital video titled Jugalbandi ft. McCain, which humorously portrays how families, amidst all their differences, find a moment of unity and agreement when McCain is served. The video captures the essence of the campaign: that no matter how diverse the conversations and perspectives may be, McCain is the one thing everyone can agree on. That is the message.
McCain added that its Diwali campaign goes beyond just a video. With a 360-degree amplification plan, the brand is reaching families through social media, where content, contests, and digital activations are lined up to keep the Diwali spirit alive throughout the festive week. Through community engagement via WhatsApp, McCain is connecting with 60 groups, reaching 1.4 million people. To further strengthen the festive message, McCain is working with influencers like @devanshusaran, who will capture the essence of generational banter through music.
Additionally,@anshuman.sharma1 reimagines the McCain jingle across different eras in order to make it relatable for everyone—from the 80s generation to today’s youth. McCain is also leveraging several notable mom influencers to further spread the message of togetherness.
“At McCain, we’ve always believed that food has a unique way of bringing people together, and Diwali is the perfect occasion to highlight that. The festival is all about family, but we know that when multiple generations come together, differing opinions and viewpoints can sometimes lead to tension. With our ‘McCain Banega Diwali Ka Maza Badhega’ campaign, we wanted to capture that familiar Diwali scenario and show how McCain snacks can be the bridge between these differences. Whether it’s grandparents sharing stories, parents giving advice, or kids bringing in their modern twist, McCain is the one thing that everyone enjoys and agrees on. Our campaign celebrates this unity in differences—turning what could be a heated moment into one of fun, laughter, and deliciousness. Ultimately, we hope to make McCain a part of every family’s Diwali tradition, creating memories that last well beyond the festival.” said Aditya Krishna, Head of Marketing and Sales – Retail, McCain.
McCain explains that it is integrating contextual advertising and push notifications to boost engagement, while also exploring ideas like an AR filter that adds a gamified twist to the McCain jingle. The campaign also includes a Diwali playlist and, bringing generations together in a fun and engaging way. In order to extend its reach further, McCain’s festive messaging will be broadcast across radio stations in cities like Delhi, Mumbai, Bangalore, Punjab, Kolkata, and more. Along with radio spots, McCain will also reach homes though their displays being live on 6,670 lift screens.
McCain snacks are available across e-commerce platforms and retail stores nationwide.
