McCain taps Bollywood magic to launch South Asian-inspired snacks
McCain’s latest campaign fuses Bollywood spectacle with frozen food innovation. Here’s what marketers should learn from the cross-cultural play
Frozen food meets cinematic drama in McCain's latest campaign, which taps into Bollywood’s vibrant storytelling tradition to promote its new globally inspired snacks.
The brand just launched two South Asian-style products: Masala Fries and Chili Garlic Potato Bites. Both are now available in Canada under McCain’s new “Flavours of the world” portfolio. But the bigger story is how McCain is marketing them — with a choreographed, rain-soaked, slow-motion homage to Bollywood cinema.
This article explores how McCain’s short film and cross-cultural flavor strategy are setting the tone for a broader trend. Global CPG brands are adopting local storytelling to create emotional resonance and stand out in crowded markets.
Short on time?
Here’s a table of contents for quick access:
- What McCain just launched in Canada
- Why a Bollywood film is at the heart of the campaign
- How this reflects a growing global trend
- What marketers should take away from this move
Patrecia Meliana
What McCain just launched in Canada
McCain Foods, best known for frozen fries and appetizers, has introduced two South Asian-style products to Canadian grocery stores:
- Masala Fries: straight-cut fries seasoned with a bold blend of chili, onion, garlic, and fenugreek
- Chili Garlic Potato Bites: diced potatoes with a crispy exterior and a chili-garlic kick
The products are designed for oven or air fryer preparation, emphasizing convenience while offering bold, globally inspired flavors. Both items were developed in collaboration with McCain India to stay true to regional taste profiles.
“Fries have a unique way of bringing people together,” said Matt Kohler, Managing Director of Canada Retail at McCain Foods. “We’re extending this connection across cultures to bring globally inspired flavours to all Canadians.”
Why a Bollywood film is at the heart of the campaign
To promote the launch, McCain released a three-and-a-half-minute short film titled Masala Movie. Created with Rethink Canada and directed by Bollywood filmmaker Nitin Menon, the film brings together action, comedy, romance, and dance — all staples of Bollywood’s signature “masala” genre.
The story follows a lighthearted mix-up at a bustling Mumbai market, where a McCain fries vendor and a spice seller accidentally invent masala fries. A romantic rivalry unfolds, climaxing with a dance sequence in the rain and a quiet moment of sharing fries under an umbrella.
Key production partners include:
- Choreography by Longinus Fernandes (Slumdog Millionaire)
- Costumes by Maxima Basu (Dangal, Sacred Games)
The entire film is a sensory celebration of South Asian food and culture. Watch it here: Masala Movie on YouTube
How this reflects a growing global trend
McCain’s Bollywood campaign is part of a wider shift where global brands use local cultural formats to create emotional connections.
Earlier this year, Hilton launched a campaign in India starring Bollywood actor Deepika Padukone. Set in her hometown, the ad focused on quiet hospitality moments — from a well-timed coffee to a thoughtfully designed hotel room — to show how Hilton anticipates guest needs.
Both campaigns highlight a rising strategy: embedding products into culturally relevant narratives instead of relying on generic, global messaging.
For CPG brands, this opens up new creative terrain. Flavor becomes a storytelling device, not just a product feature. Marketing becomes a bridge between cultures, not just a sales tactic.
What marketers should know
If you're in food, lifestyle, or travel marketing, here are the strategic takeaways:
1. Local storytelling can scale globally
By embracing Bollywood’s cinematic style, McCain positions itself as both local and global. This kind of storytelling builds brand affinity across audiences who may never have heard of fenugreek, but love a good market dance scene.
2. Culture is more than a theme
This campaign didn’t just borrow Bollywood aesthetics — it was built with Indian collaborators from start to finish. That matters. Marketers need to go beyond surface representation and work with cultural insiders.
3. Emotional connection drives differentiation
Frozen fries are a commodity. A love story about fries? That’s a brand moment. For CPG marketers, emotional storytelling can be the unlock for turning low-involvement categories into cultural conversations.
4. Global flavor, local insight
McCain developed the new products with its India team, proving that authenticity starts in product development, not just in the ad. Cross-border collaboration can lead to stronger regional relevance.
McCain’s masala fries campaign shows how brands can borrow from local cinematic traditions to deepen global appeal.
By pairing bold product innovation with culturally tuned storytelling, the brand invites consumers to experience more than just fries — it’s offering a shared cultural moment. Marketers looking to connect across geographies would do well to follow suit, with local voices at the table from the start.
