Through Schbang’s innovative approach, McCain’s campaign brings a cozy monsoon vibe with an enticing Instagram lovestory, banter, and interactive contests that enhance the rainy season experience
McCain Foods India, a major frozen food brand is reinventing the cosy charm of monsoon days with its brilliant new campaign, “McCain Banega Baarish Ka Maza Badega.” This campaign, created in collaboration with Schbang, captures the beauty of the monsoon season perfectly. With a warm cup of tea and crispy fried snacks, McCain offers the ideal combination for a wholesome rainy day.
Beginning with a charming love tale between McCain and “Baarish Wali Chai,” expertly told on Instagram, the campaign captivates viewers with a captivating journey. The personification of ‘Baarish Wali Chai’ via a dedicated account allows the romance to develop through collaborative posts and lighthearted tale repartees, bringing this unusual couple to life. Through a specific banter post, the campaign invited audiences to plan a monsoon date for beloved characters. This whimsical storytelling approach resonated deeply with viewers, drawing enthusiastic participation from over 31 brands such as Milton, Dominos, Uno, Swiggy, Wingreens and Blinkit, and setting a vibrant tone for the campaign’s success.
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The campaign also features a custom Spotify monsoon mix, brought to life by engaging influencer partnerships. To further connect with the audience, the brand tapped into conversations online through social listening, and timed monsoon-related posts to the weather, hence successfully driving cravings for McCain in the minds of the audience for their rainy day snack-time. Weekly contests also celebrated the perfect match of “garma garam McCain,” engaging over 500 participants who won vouchers, boosting audience interaction.
“At McCain Foods India, we understand the monsoon season is a time for families to reconnect and create lasting memories,” said Mr. Aditya Krishna, Director, Sales and Marketing, McCain Retail. “The campaign is designed to enable families and turn rainy days into an opportunity to form some cherished memories. By highlighting the ease and taste of McCain products, the campaign positions it as a perfect solution for busy families seeking quick and delicious snack options during the monsoon season, allowing a shift of focus on what truly matters – spending quality time with loved ones. We believe this campaign will resonate with our consumers and solidify McCain’s position as a trusted partner in creating memorable monsoon moments.”
Sushant Vithaldas, Head Business Operations – Schbang Bangalore added, “We employed a comprehensive strategy to integrate the brand into every monsoon moment, thereby enhancing the ways in which McCain brings ‘Maza’ to every circumstance, ranging from creating a unique mixtape, captivating the audience with engaging contests, to actively participating in monsoon-related discussions online. By tapping into these different touch points in the audience’s online journey across relevant platforms, we were able to reinforce McCain’s proposition in a seamless manner, thereby increasing consumption occasions and brand recall.”
In essence, McCain’s monsoon campaign, which has been brought to life through creative narrative and strategic collaborations, effortlessly combines the fun of rainy days with the delectable comfort of McCain products. By blending engaging activities with community involvement, the campaign not only elevates the monsoon spirit but also reinforces McCain’s status as a trusted companion for every rainy day.
