The campaign comprising ten films captures the magic of celebrating ‘McCain moments’ in everyday life
BestMediaInfo Bureau | Delhi | December 27, 2012
McCain Foods India, the Indian subsidiary of McCain Foods Canada, the world’s largest producer of frozen French fries and potato specialty products, has launched its latest TV campaign featuring the brand’s first brand ambassador, Karisma Kapoor. The TVC has been conceptualised by Leo Burnett and produced by Whacky Films Company.
The campaign revolves around McCain’s new tagline, ‘Jhatse banao, kuch tasty khao’, which translates to ‘Quick, fun and tasty snacks made in a jiffy’. The film opens with Karisma saying that earlier she was constantly worried about the doorbell ringing, as it would bring kids, family, friends and unexpected guests with their demands of tasty food in minutes. However, today when the door bell rings, she welcomes everybody with a smile. She walks into the kitchen and makes McCain snacks in just ‘3 minutes’ from ‘freezer-to-fryer’. In the last scene, Karisma is seen serving McCain snacks to the family. Everybody kicks into celebration mood after tasting the assortment of fun snacks prepared by her within ‘3 minutes’. The TVC ends with a family member asking ‘Bahar se mangwaya’, and Karisma smiles back saying, ‘Nahin, ghar par McCain banaya’.
Talking about the campaign, Gunjan Pandey, General Manager - Marketing, McCain Foods India, said, “We are a nation of food loving people and our love for food bonds us together. With this campaign, we wanted to capture the happiness, fun and joy which we feel when we indulge in good food.”
“Our brand ambassador, Karisma Kapoor, embodies the contemporary women of today – balancing the pressures of work, children and home with grace. Karisma adds her personal charm in this TVC by celebrating McCain moments, which are all about loved ones sharing fun time together. She portrays an Indian mother in a fun way, who sportingly tries to meet everyone’s demands for exciting food at all times,” Pandey added.
Sainath Saraban, Executive Director, Leo Burnett, sharing his insight on the campaign, said, “It is ingrained in every Indian woman’s heart that her family looks up to her for tasty food. She gets constantly challenged on whether her food would meet the expectations of guests and family. Situations like unexpected guests at home, kids asking for interesting evening snacks and family members craving for exciting food make her restless. Through this campaign, we have tried to address her inner turmoil. This TVC highlights the joy and significance of making great snacks at home. It portrays elevated pride of the ‘lady of the house’ when delighted family members wonder whether the food was ordered from outside.”
The campaign comprising ten TVCs went on air this week in top Hindi and English GECs such as Sony, Colors, Star Plus, Sab, kids channels Pogo, Disney, Cartoon Network, Kids Total, and lifestyle channels Star World, AXN and Star HD.
The campaign would also spread across other mediums – print, radio, outdoor and online – specifically targeting the markets of Delhi, Punjab, Mumbai, Bangalore and Ahmedabad among others. The duration of the campaign will be around five weeks.
Agency: Leo Burnett
Account Management: Sreekumar Balasubramanian
Senior Brand Director: Mahima Dundy
Creative Team: Sainath Saraban, ECD
Creative Directors: Nikhil Pandey and Kaushik Datta
Copy Writer: Manmeet Singh
Art Director: Pallav Medhi
Production House: Whacky Films
Director: Shwetabh Varma