McCain Foods India, the frozen food brand, added yet another exciting reason to always have #FreezerMeinMcCain. McCain’s latest campaign offers their consumers a fun promo contest to participate in.
The campaign was launched with a new TVC highlighting that having McCain in your freezers not only lets you create a ‘Karishma’ in your homes but also gets you a chance to meet Karisma Kapoor - #FreezerMeinMcCainGharMeinKarishma.
Conceptualised in partnership with EFGH Brand Innovations, the brand created a fictional fan Mrs Shukla and helped her host the perfect party for Bollywood star Karisma Kapoor.
The objective was to own the freezer and get consumers to stock up on McCain during the festive period. The campaign was further amplified through a 360-integration on digital and social media, OTT, influencer collaborations and on-ground activations.
The highlight, however, was the final leg of the campaign – a fun social media banter with fourteen brands participating.
The banter was initiated with a quirky Instagram post asking Brands to join in to help Mrs Shukla in other departments to make her party a hit for Karisma. Multiple brands were quick to join in on the ‘party’ offering burger buns to coffee to sweets and even makeovers. The banter was concluded with a Thank You post by McCain Foods India to all the participating brands for helping Mrs Shukla create a ‘Karishma’ for Karisma.
Sumati Kapur, Head Digital Marketing, McCain, “McCain as a brand brings people together, so we thought why not get brands together to help a super fan. This campaign with Karisma Kapoor has been a great success and this was just the coolest way to wrap up the campaign.”
Emmanuel Upputuru Founder of Efgh Brand Innovations, said, “Banters as the name suggests are all about having fun. I feel maybe we have just introduced a new level to this banter game. When brands get together, it’s always fun. But rarely do brands come together to help a common customer. After all a single customer is at the same time a customer of multiple brands. This was fun to create with Sumati and the rest of the McCain team. I think this can become a trend and we are happy to be part of it. ”