McCain Foods India has launched its first TV campaign featuring brand ambassador Karisma Kapoor. The campaign conceptualized by Leo Burnett’s Delhi office went on air on 22 December and will run for five weeks.
The pan-India campaign comprises 10 TVCs targeting the markets of Delhi, Punjab, Mumbai, Bengaluru and Ahmedabad.
The TVC opens with Kapur saying that earlier, as soon as the doorbell rang, she would get worried about who it would be and what to feed them. The film goes on to establish that now, she relies on McCain and its extensive menu to serve her kids, family, and friends. The brand promises a meal ‘jhatse’, in three minutes. Asked if she had ordered food from outside, Kapur surmises, “Nahin, ghar par McCain banaya. McCain Jhatse banao, kuch tasty khao.”
On 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.”
On Kapur being roped in as the face of the brand, she said, “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.”
On the brief, Sainath Saraban, executive director, Leo Burnett, 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 or not. Situations like unexpected guests at home, kids asking for interesting evening snacks and family members craving for exciting food make her restless. Through this ad 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 this food was ordered from outside.”
The TVCs will air on Hindi and English GECs, kids channels and lifestyle channels. The campaign will also be present in print, radio, outdoor and online.
Client: McCain Foods
Creative agency: Leo Burnett
Account management team: Sreekumar Balasubramanian, Mahima Dundy
Executive creative director: Sainath Saraban
Creative Director: Nikhil Pandey, Kaushik Datta
Creative team: Manmeet Singh Pallav Medhi
Production house: Whacky Films
Director: Shwetabh Varma