Mumbai: Frozen food brand McCain Foods India, in association with dentsu X India launched the "McCain Ka Karishma" campaign to offer consumers a fun promo contest. The campaign enables consumers to participate and gives a lucky winner the chance to meet its brand ambassador, Bollywood actress Karishma Kapoor.

Executed by dentsu X, the media agency from dentsu India, the campaign was amplified through a 360-degree integration across 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 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.

Speaking on the campaign, McCain head of digital marketing Sumati Kapur 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."

dentsu X India senior client partner & national business growth Saurabh Shrivastava 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 to dentsu X's philosophy of creating experiences beyond exposure."