McCain Foods India Launches ‘Jugalbandi’ Festive Campaign Celebrating Family Togetherness

McCain Foods India unveils its ‘Jugalbandi’ campaign featuring Usha Uthup, highlighting generational bonding and festive togetherness through music and snacks this Diwali.

McCain Foods India has rolled out their festive campaign ‘Jugalbandi’ with a musical collaboration for the first time with the legendary Usha Uthup, her daughter Anjali and her grandson, signifying togetherness and the passage of time. The campaign celebrates the company’s value of togetherness. Designed by Schbang, the campaign illustrates how McCain snacks as a distributed snack option can bridge gaps and help bring families closer during festive gatherings.

The advertisement depicts a cross-generational family at a Diwali celebration. Usha’s disco, Anjali’s contemporary, and her grandson’s DJ style create a musical rivalry. The McCain tagline encourages families to come together as they snack and unify the celebration of their food ‘jugalbandi’ dynamics of rivalry and celebration.

The campaign, enhanced by the holidays, becomes a celebration of McCain products as a family, food and musical unifier in the holidays. It will focus on a digital first campaign. The campaign will involve social media digital activations and influencer collaborations to stream and increase audience engagement.

The campaign celebrates McCain’s family values while also having a modern festive approach that aligns with Diwali’s inclusiveness in the values of family and togetherness. McCain snacks, now positioned as a snack to serve with meals, assist in making everyday gatherings lasting memories by complimenting the festive meals to increase the joy and harmony of the celebration.

The strategy aspires to appeal to all age groups, combining nostalgic and modern aspects to bridge audiences of different demographics around the joy of food and music.