McCain Foods teams with dentsu India for new monsoon campaign

McCain Foods India, a leading frozen food brand, has joined forces with dentsu X and Posterscope to unveil a groundbreaking campaign titled “McCain Banega, Baarish ka Maza Badhega.” This innovative initiative is designed to enrich the monsoon season by merging the cozy comfort of rainy days with the convenience and delectable taste of McCain snacks. The campaign underscores McCain's dedication to enhancing monsoon experiences through its hot, mouthwatering treats, offering both added convenience and a sense of tradition that celebrates the spirit of the season.

Dentsu X India, a prominent branding and marketing agency within the dentsu network, crafted a comprehensive eight-week media plan targeting ten key markets to maximize reach and effectiveness. The campaign was executed through a holistic 360-degree media strategy that included paid media across social and audio digital platforms, as well as radio. Additionally, the campaign leveraged multi-brand interactions, community marketing via WhatsApp and social channels, RWA Lift Media, and POSM. Dentsu X specializes in advertising, marketing, strategic planning, and both digital and creative services for brands.

Posterscope, the Out-of-Home (OOH) specialist agency from dentsu India, brought a cutting-edge touch to the campaign with its programmatic Digital Out-of-Home (DOOH) initiative. Utilizing advanced API integration, Posterscope tailored the content of the ads in real-time based on weather conditions, ensuring that the campaign was most impactful during cloudy or rainy weather. This personalized approach was specifically deployed in high-consumption markets such as Mumbai and Gurgaon, which have a significant consumer base.

Aditya Krishna, Director of Sales and Marketing at McCain Retail, McCain Foods India, commented, “We recognize that the monsoon season is a special time for families to reconnect and create lasting memories. Our campaign aims to transform rainy days into opportunities for cherishing moments together. By showcasing the convenience and flavor of McCain products, we position them as the ideal solution for busy families seeking quick and tasty snack options during the monsoon. Our goal is to help families focus on what truly matters—spending quality time with loved ones. We are confident that this campaign will resonate with our consumers and reinforce McCain's role as a trusted partner in creating memorable monsoon experiences.”

Jose Leon, CEO of dentsu X India, added, “Embracing the essence of the monsoon season, McCain is excited to bring warmth and joy to your cherished moments with our delightful and convenient snacks. This campaign is not just about food; it’s about fostering a sense of tradition and togetherness. It’s about enriching your monsoon experience and turning every rainy day into a celebration of togetherness. We at dentsu X are thrilled to be part of McCain's monsoon magic.”

Imtiyaz Vilatra, Managing Director of Posterscope India, remarked, “Through McCain’s weather-responsive campaign, we successfully merged technology with creative marketing to deliver a personalized and engaging consumer experience. The campaign not only served as a prompt for product purchase and increased brand visibility but also deepened the connection between the brand and its audience.