Ahmedabad: As monsoon showers sweep across the country, Wagh Bakri Tea Group and McCain Foods India have come together to celebrate the season’s most iconic pairing — hot masala chai and crispy snacks. The two brands have unveiled a co-branded digital campaign, ‘Ek Chuski, Ek Crispy’, capturing the comfort, nostalgia, and indulgence that define India’s rainy-day rituals.
The campaign, designed for a digital-first rollout, uses witty brand banter, relatable monsoon moments, and influencer-led content to highlight the timeless combination of Wagh Bakri Masala Chai with McCain’s range of snacks. Leveraging social media platforms, the initiative invites consumers to share and engage with content that mirrors the warmth and togetherness of the season.
Speaking on the collaboration, Sanjay Singal, CEO, Wagh Bakri Tea Group, said, “At Wagh Bakri, we have always believed that tea is more than just a beverage — it’s a conversation starter, an icebreaker, and a reason to pause and connect. Our new campaign ‘Ek Chuski, Ek Crispy’ is inspired by a simple consumer truth — the craving for Masala Chai and snacks peaks during the monsoon. Together with McCain, we’re bringing the perfect pairing of Wagh Bakri Masala Chai and McCain Snacks, offering both great taste and convenience. It’s all about spending less time in the kitchen and more quality time enjoying the rains with your loved ones.”
Mainak Dhar, Managing Director – McCain Foods India, added, “At McCain, we understand the deep-rooted connection between food and emotion in Indian households. The monsoon season evokes a strong sense of comfort and nostalgia, often paired with cravings for something warm and delicious. Our ‘Ek Chuski, Ek Crispy’ collaboration with Wagh Bakri captures this sentiment perfectly — blending the warmth of their Masala Chai with our delicious restaurant style snacks. It’s more than just a pairing; it’s about creating memorable monsoon moments for families to savour together.”
Targeting metros and mini-metros such as New Delhi, Mumbai, Ahmedabad, and Lucknow, the campaign is geared to drive social media conversations and encourage audience participation. By blending flavour with emotion, ‘Ek Chuski, Ek Crispy’ aims to inspire consumers nationwide to slow down, connect, and relish the simple pleasures of the monsoon season.
