McCain, dentsu X & Posterscope Roll Out New Monsoon Campaign

McCain Foods India, in collaboration with dentsu X and Posterscope releases the 'McCain Banega, Baarish ka Maza Badhega' campaign, blending the joy of monsoons with the convenience and taste of McCain snacks. The campaign emphasises McCain’s dedication to enhancing monsoon moments with comforting treats.

Aditya Krishna, Director, Sales and Marketing, McCain Retail, McCain Foods India said, “We understand the monsoon season is a time for families to reconnect and create lasting memories. 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.”

dentsu X India crafted an eight-week media plan for the campaign, targeting ten major markets for maximum impact. The strategy employed a 360-degree approach, utilising paid media on social and audio digital platforms, radio and various other channels. The campaign also included multi-brand interactions, community engagement via WhatsApp and social media, RWA Lift Media and POSM. 

Jose Leon, CEO, dentsu X India said, “Embracing the spirit of the monsoon season, McCain is delighted to bring warmth and joy to your cherished moments with our delectable and convenient treats. Our new campaign is not just about food, it’s about fostering a sense of tradition and togetherness. It’s about enhancing your monsoon experience, making every rainy day a celebration of togetherness. We at dentsu X are excited to be a part of McCain monsoon magic."

Posterscope unveiled a programmatic Digital Out-of-Home (DOOH) campaign for McCain, adding an element to the monsoon message. Through advanced API integration, the ads were updated in real-time based on weather conditions, optimising impact during cloudy or rainy weather. The tailored approach was implemented in high-consumption markets, specifically targeting Mumbai and Gurgaon.

Imtiyaz Vilatra, Managing Director, Posterscope India added, “With McCain's weather-responsive campaign we were able to blend technology with creative marketing to deliver a personalised and engaging consumer experience. The ad served as a trigger to purchase the product and increase brand visibility while deepening brand connection with the audience.”