McCain Foods India is celebrating Diwali with its 'McCain Banega Diwali Ka Maza Badhega' campaign, highlighting the festive joy of family gatherings despite generational differences. Recognising the blend of traditional and modern views that often spark lively debates, the campaign shows how McCain’s snacks can bridge gaps, turning spirited discussions into shared laughter and unity.
The campaign centres on a new digital video titled Jugalbandi which humorously depicts how, despite family differences, everyone finds a moment of unity when McCain is served. The video embodies the campaign’s core message - that no matter how diverse the conversations and perspectives may be, McCain is the one thing everyone can agree on.
“At McCain, we’ve always believed that food has a unique way of bringing people together, and Diwali is the perfect occasion to highlight that. The festival is all about family, but we know that when multiple generations come together, differing opinions and viewpoints can sometimes lead to tension. With our ‘McCain Banega Diwali Ka Maza Badhega’ campaign, we wanted to capture that familiar Diwali scenario and show how McCain snacks can be the bridge between these differences. Whether it’s grandparents sharing stories, parents giving advice, or kids bringing in their modern twist, McCain is the one thing that everyone enjoys and agrees on. Our campaign celebrates this unity in differences—turning what could be a heated moment into one of fun, laughter, and deliciousness. Ultimately, we hope to make McCain a part of every family’s Diwali tradition, creating memories that last well beyond the festival”, said Aditya Krishna, Head of Marketing and Sales – Retail, McCain
The Diwali campaign extends beyond a single video, employing a 360-degree strategy to reach families through engaging social media content, contests and digital activations that keep the Diwali spirit alive all week. Through WhatsApp community engagement, McCain is connecting with 60 groups and reaching 1.4 million people, driving high visibility and interaction. To amplify the festive message, McCain collaborates with influencers like Devanshu Saran, who highlights generational banter through music, and Anshuman Sharma, who reimagines the McCain jingle across different eras, making it relatable for everyone, from 80s kids to today’s youth. Additionally, mom influencers are helping spread the message of togetherness.
McCain is enhancing engagement through contextual advertising and push notifications and introducing creative elements like an AR filter that adds a playful twist to the McCain jingle. The campaign features a special Diwali playlist to connect generations in an enjoyable way. McCain’s festive messaging will also be broadcast on major radio stations across cities like Delhi, Mumbai, Bangalore, Punjab, and Kolkata and will reach homes through displays on 6,670 lift screens.
