Dentsu India Unfurls API-integrated DOOH Campaign For McCain Foods

EE News Desk Aug 22, 2024

In specific cities such as Mumbai and Gurgaon, the content of the ads was adjusted in real time based on the weather conditions, ensuring that the campaign was most effective when it was cloudy or rainy

McCain Foods India has joined hands with dentsu X and Posterscope to launch its campaign titled ‘McCain Banega, Baarish ka Maza Badhega’. The campaign aims to enhance the monsoon experience by blending the comfort of rainy days with the convenience and deliciousness of McCain snacks.

It highlights the brand’s commitment towards elevating monsoon memories with their mouthwatering and hot treats and added convenience. At the same time, fostering a sense of comfort and tradition to truly cherish the spirit of the season.

Posterscope executed a programmatic Digital Out-of-Home (DOOH) campaign that added an innovative touch to McCain’s monsoon message. By utilising advanced API integration, the content of the ads was adjusted in real-time based on the weather conditions, ensuring that the campaign was most effective when it was cloudy or rainy. This personalised approach was deployed in high-consumption markets, specifically targeting Mumbai and Gurgaon, known for their significant consumer base.

dentsu X India has put an extensive eight-week media plan in place, covering 10 key markets, to achieve optimum and effective reach. The campaign was amplified through a 360-degree media approach, including paid media on social and audio digital platforms, along with radio. The campaign also featured multi-brand banter, community marketing through WhatsApp and social channels, RWA Lift Media, and point-of-sale marketing (POSM).

Aditya Krishna, Director, Sales and Marketing, McCain Retail, McCain Foods India said, “We understand the monsoon season is a time for families to reconnect and create lasting memories. The campaign is designed to enable families and turn rainy days into an opportunity to form some cherished memories. By highlighting the ease and taste of McCain products, the campaign positions it as a perfect solution for busy families seeking quick and delicious snack options during the monsoon season, allowing a shift of focus on what truly matters – spending quality time with loved ones. We believe this campaign will resonate with our consumers and solidify McCain's position as a trusted partner in creating memorable monsoon moments.”

Jose Leon, CEO, dentsu X India said, “Embracing the spirit of the monsoon season, McCain is delighted to bring warmth and joy to your cherished moments with our delectable and convenient treats. Our new campaign is not just about food, it’s about fostering a sense of tradition and togetherness. It’s about enhancing your monsoon experience, making every rainy day a celebration of togetherness. We at dentsu X are excited to be a part of McCain monsoon magic."

Imtiyaz Vilatra, Managing Director, Posterscope India added, “With McCain's weather-responsive campaign we were able to blend technology with creative marketing to deliver a personalised and engaging consumer experience. The ad served as a trigger to purchase the product and increase brand visibility while deepening brand connection with the audience.”