McCain Foods India, in association with dentsu X India, has launched the ‘McCain Ka Karishma’ campaign.
The campaign offered consumers a fun promo contest to participate in and a lucky winner got the chance to meet its brand ambassador, actor Karishma Kapoor.
It should be noted that dentsu X, the media agency from dentsu India, also handles the integrated media mandate for McCain Foods.
Executed by dentsu X, the campaign was amplified through a 360-degree integration on digital, OTT, influencer collaborations, and some snackable content by Kapoor.
It began with social media teasers followed by the launch of the TVC. The brand further collaborated with 28 influencers - including moms, content creators, food bloggers, etc. to get the maximum reach. The digital campaign spread across YouTube, Meta, Instagram and OTT partners.
As per the company, the campaign received over 100 million impressions, a total reach of close to 50 million, and more than 36 million views.
Sumati Kapur, Head Digital Marketing, McCain, said, “The objective of the campaign was to own the freezers at every home and get consumers to stock up on McCain. It revolved around highlighting how McCain in freezers not only allows one to create a ‘Karishma’ in their homes but also gives them a chance to meet our brand ambassador, Karisma Kapoor. The campaign was a great success and we wrapped it up with an Instagram Banter with over 14 brands.”
Saurabh Shrivastava, Senior Client Partner and National Business Growth, dentsu X India, added, “The campaign was designed and deployed keeping the consumer motivations and insights at the centre stage. The campaign's success is a true testimony of dentsu X's philosophy of creating experiences beyond exposure.”