McCain Meals is launching its new South Asian-flavored merchandise—Masala Fries and Chili Garlic Potato Bites—with a marketing campaign that pays homage to the songs and dance of Bollywood.
Created with Rethink Canada and helmed by acclaimed Bollywood director Nitin Menon, Masala Film is an epic, three-and-a-half-minute hero movie shot on location in Mumbai, India.
It’s an affectionate, humorous homage to the much-loved cinematic style that’s large on dazzlingly-choreographed dance routines, maximalist settings, dramatic slo-mo results and excessive close-ups.
An unintended collision of flavors in a bustling market units off a series of occasions that result in romantic entanglement—and extra singing and dancing.
The costumes have been created by Indian designer Maxima Basu, whereas the choreographer was Longinus Fernandes, answerable for a few of Indian cinema’s most celebrated dance scenes, together with within the multi Academy Award-winning Slumdog Millionaire.
Whereas the movie dutifully pays tribute to a spread of Bollywood stylistic motifs, it neatly sidesteps overcooking the parody and cliché, thanks in no small half to each McCain and Rethink’s shut work with South Asian group members and discussions with Toronto-based multicultural advertising and marketing and communications company Ethnicity Issues.
In a press release, Matt Kohler, managing director, Canada Retail, McCain Meals, defined that the movie’s themes unified totally different cultures to create one thing new.
“Because of our operations in over 160 nations, we’re in a position to leverage many years of worldwide experience to make sure Canadians expertise the identical trusted high quality and style loved by hundreds of thousands in different markets,” he mentioned.
Aditya Krishna, Director of gross sales and advertising and marketing, McCain India, added that product sourcing and a sequence of style assessments have been carried out to make sure authenticity.
The 2 new merchandise are a part of McCain’s Flavors of the World line, with extra to observe sooner or later.
Supposed to replicate Canadians’ rising curiosity in new flavors and cultural experiences (together with the success of Toronto’s Worldwide Movie Competition of South Asia), the complete Bollywood expertise could be loved at mccainmasalamovie.ca.
