McCain showers monsoon magic with new 'Baarish ka maza' campaign

Frozen food brand McCain Foods India’s latest campaign, ‘McCain banega, baarish ka maza badega’ (With McCain, monsoons will be more fun) captures the monsoon magic by pairing a steaming cup of tea with its crispy snacks. It celebrates how this combination enhances the monsoon experience and encapsulates the warm embrace of cherished memories formed through spending quality time together.

Central to the campaign is a heartwarming digital film portraying a family enjoying a blissful rainy day, and emphasising the joy of togetherness during monsoons. It also featured a lively social media brand banter where over 30 ecommerce brands engaged in playful conversations, enhancing the fun of pairing chai and McCain, and building on the interactive dimension of the campaign.

The interaction is further enhanced through a social media contest, attracting over 300 entries, and engaging bite-sized content by prominent influencers like @hungrymahi and @diningwithdhoot. Further content available on Google Weather API, Meta, and YouTube promises to enhance the campaign's visibility and engagement, with a planned reach of over 15 million viewers.

In addition to digital and social media elements, the campaign includes captivating DOOH advertisements in high-traffic areas, enhanced with weather API technology. These ‘Weatherboards’, connected to a weather app, deliver real-time weather updates to commuters and shoppers, informing them of upcoming showers and helping them plan their day.

Radio partnerships with popular stations across 11 cities will amplify the campaign's reach and built an engaging narrative resonating with listeners. A specially curated Spotify Monsoon Mix Playlist will enhance the sensory experience for listeners, providing a soothing backdrop to enjoy McCain snacks on a rainy day.

“At McCain Foods India, we recognise that the monsoon season offers a unique opportunity for families to reconnect and create lasting memories,” said Aditya Krishna, director—sales and marketing, McCain Retail. "Our campaign leverages a multi-faceted strategy to reach and engage our audience across various platforms. By showcasing the ease and quality of McCain products, we successfully positioned our brand as the perfect solution for busy families seeking quick and delicious snack options during the monsoon season."

Campaign’s take: Monsoons in India are synonymous with piping hot tea, fried snacks, and cozy vibes. McCain’s latest campaign taps into this beloved tradition by showing how their frozen treats make the perfect rainy-day companion—quick, easy, and delicious to boot. Pair that with their curated Spotify monsoon playlist, and one has the perfect recipe for nostalgia.

The campaign goes all out, from radio shout-outs to OOH spots, and even cheeky social media banter. The real kicker? Their ‘Weatherboards’—a smart addition that lets consumers know when to expect the next downpour, so they can plan their snack attack accordingly. If it is all about keeping those rainy days warm, fun, and flavourful, McCain has managed to catch lightning in a bottle.