McCain Foods India & dentsu X launched #FreezerMeMcCainGharMeKarishma campaign

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Campaign garners 100Mn impressions...

McCain Foods India - a leading frozen food brand, in association with dentsu X India, launched the ‘McCain Ka Karishma’ campaign. The campaign offered consumers a fun promo contest to participate in and further got a lucky winner the chance to meet its brand ambassador Bollywood actress, Karishma Kapoor. For the record, dentsu X handles the integrated media mandate for McCain Foods. 

Executed by dentsu X, the media agency from dentsu India, the campaign was amplified through a 360-degree integration on digital, OTT, Influencer collaborations, and some snackable content by Karisma. 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 multi-platform digital campaign spread across YouTube, Meta, Instagram and leading OTT partners. 

The campaign was a huge success. It received over 100 million impressions, a total reach of close to 50 million, and more than 36 million views. 

Below are the links: 

Campaign Film:


Speaking on the campaign, 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 & National Business Growth, dentsu X India added, “The campaign was designed and deployed keeping the consumer motivations and insights at the center stage. The campaign's success is a true testimony of dentsu X's philosophy of creating experiences beyond exposure.”