McCain Foods India launches its heartwarming Diwali ‘Jugalbandi’ campaign, created and conceptualised by Schbang. The campaign features the Queen of Indian Pop, Usha Uthup, her daughter Anjali, and grandson in a delightful musical collaboration that showcases how McCain snacks bridge generational differences during festive celebrations.
This Diwali, McCain sparks togetherness during India’s biggest festival of connections by bringing together two of the nation’s greatest passions – food and music. The campaign drives cultural relevance with a modern contemporary twist, using the creative concept of ‘generational jugalbandi’ to showcase how McCain snacks add a joyful dimension to family dynamics. The film captures three generations at a vibrant Diwali house party, where Usha’s iconic disco beats, Anjali’s energetic rhythms, and her grandson’s modern DJ style create an entertaining musical face-off. When the irresistible aroma of McCain snacks fills the air, the playful competition transforms into a moment of unity as all three generations come together over hot, crispy McCain treats, ultimately harmonizing in the beloved McCain jingle.
The campaign reinforces McCain’s positioning as the perfect for sharing and to make social moments special, emphasizing how food has the unique power to transform moments of generational difference into moments of togetherness. Through the universal language of music and the shared love for delicious snacks, the film celebrates the brand’s role in creating connections across age groups. The campaign is amplified across digital platforms, continuing McCain’s tradition of celebrating family bonds during India’s most cherished festival.
“These days, families are often spread across cities and time zones, and it’s only on special occasions that everyone comes together. Diwali is one of those moments; full of laughter, stories, and, of course, great food. McCain has always been about creating those simple moments of togetherness. Our ‘Jugalbandi’ campaign celebrates exactly that, how different generations, each with their own rhythm, can come together over a plate of McCain snacks. Usha Uthup embodies this spirit perfectly, rooted in culture, yet modern and relevant. Seeing her, her daughter, and grandson come together just made the joy of togetherness even more special”, said Mainak Dhar, Managing Director, McCain Foods India.
“When we set out to celebrate a ‘generational jugalbandi,’ the first and only thought was to feature the legendary Usha Uthup and her family. The concept was written with them in mind, and the moment we saw their natural chemistry during the briefing, we knew they were the perfect fit. Their real bond brought the idea to life blending nostalgia, music, and the joy of food at the core of which lies the natural human tendency of beingtogether, the very tenet that McCain bases its philosophy on. At Schbang, we take pride in crafting content that resonates across generations. While social media is often seen as a Gen Z space, we believe great stories connect everyone and this campaign is a reflection of that belief” added Jitto George, President – Brand Solutions, Schbang.
