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 portrays how families, amidst all their differences, find a moment of unity and agreement when McCain is served. The video looks to capture 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 look to capture the essence of generational banter through music.
Additionally,@anshuman.sharma1 reimagines the McCain jingle across different eras in order toi make it relatable for everyone—from the 80s generation to today’s youth. McCain is also leveraging several mom influencers to further spread the message of togetherness.
Medianews4u.com caught up with Aditya Krishna, Head of Marketing and Sales – Retail, McCain.
Q. How did the idea of the Diwali campaign ‘McCain Banega Diwali Ka Maza Badhega’ to bring families together come about?
The idea for this campaign emerged from observing the vibrant drama of family gatherings during Diwali. We recognised that while everyone comes together to celebrate, the differences in opinions can sometimes lead to disagreements.
We saw an opportunity to highlight how McCain snacks can be the common ground that transforms those moments into joyful memories, bridging generational gaps and fostering togetherness.
Q. Does it look to build on the previous ‘Born To Share’ campaign?
While Born To Share focused on the joy of sharing, Diwali Ka Maza Badhega takes it a bit deeper. It shows how McCain snacks can be that magical bridge that helps family members with different views connect and enjoy each other’s company.
We’re tapping into those moments when a shared snack can bring everyone together because when McCain is served, you have no choice but to dig in. Thus, making it a perfect progression of our message about togetherness during festive times.
Q. Is the marketing message of campaigns generally about being a part of special moments in a family’s life?
At McCain, we see our role as part of those cherished family moments. Our campaigns aim to create a sense of belonging and a facilitator of joyful, highlighting how McCain snacks can enhance the experience of gathering, whether it’s a holiday celebration or a simple family dinner. Each campaign reinforces the idea that McCain snacks are a beloved part of cherished family occasions, enhancing togetherness and happiness.
Q. The TG is everyone from kids to grandparents. What are the different facets of the campaign to ensure that it appeals to everyone?
To make sure our campaign resonates with all generations, we’ve incorporated a variety of elements like the campaign employs a mix of nostalgic and contemporary elements. We’re working with diverse influencers who connect with younger audiences, while also using nostalgic themes that speak to older family members. This blend ensures that everyone, from kids to grandparents, feels included and entertained.
Q. One area of focus of the campaign is influencer marketing. Is influencer marketing a bigger area of focus for the company this festive season compared with last year?
Influencer marketing has become more prominent this season. This year, we’ve ramped up our influencer marketing efforts significantly. By collaborating with a wider range of influencers, we’re tapping into different demographics and creating more engaging content that resonates with audiences of all ages, making the campaign more relatable.
Q. Consumers this festive season are going to retail media for product information. How is McCain Foods India leveraging this opportunity?
McCain is tapping into retail media by featuring its products across channels and through targeted consumer promotions. This ensures that consumers have convenient access to McCain’s festive offerings, making it easier to include them in their celebrations.
Q. Could you shed light on the AR filter being used? Is tech and the use of AI growing in importance in marketing and communication?
Our AR filter adds a fun twist to our campaign by allowing users to interact with our jingle in a playful way. The AR filter enables users to interact with McCain’s jingle in a gamified manner, making the brand experience immersive. As tech continues to shape engagement, McCain is embracing innovative tools like AR and AI to connect more meaningfully with digitally-savvy consumers.
Q. What trends are being seen in snack food consumption? What targets has the company set in terms of sales, growing the market?
We’re noticing a strong trend toward convenient, ready-to-eat snacks, especially during festive seasons. As the leading Frozen Snacks brand in India, McCain aims to be at the forefront of this trend, focusing on increasing our accessibility and awareness and growing the category.
Q. How effective was the Shart Mat Lagana proposition in breaking the perception that frozen foods are unhealthy due to preservatives?
The Shart Mat Lagana campaign successfully dispelled myths about frozen foods, highlighting McCain’s commitment to quality and use of natural ingredients. By emphasising the freshness and lack of preservatives, we’ve successfully addressed concerns about preservatives, leading to a positive shift in brand perception.
Q. What role do on-ground and experiential marketing activities play for the company?
On-ground and experiential marketing are crucial for us. They allow us to connect with consumers directly, creating memorable experiences that fosters connections that are crucial for building trust and loyalty and leave a lasting impression.
Engaging with families in real life helps build trust and loyalty, reinforcing McCain’s place in their celebrations.
Q. Has digital made OOH a more attractive medium?
The integration of digital elements into out-of-home advertising has made it much more engaging allowing for dynamic content and real-time targeting. With dynamic displays, McCain connects with audiences in a more impactful way, ensuring our festive campaign message remains top of mind.
Q. Could you talk about the process of creating social media content that invites consumers to participate in the conversation?
We focus on crafting content that feels relatable and inviting, that families can see themselves in. For this campaign, McCain utilised relatable family dynamics, inviting users to share their own festive moments, ensuring that the conversation feels inclusive and reflective of real family experiences.
