MAM
Mccain launches #PartyShuruWithMcCain campaign
Golden snacks and catchy jingle turn house-party awkwardness into instant celebration, 12.1 million views on social.
MUMBAI: House parties always hit that awkward lull until McCain drops the mic (and the fries) to declare the fun officially started. Mccain Foods India has rolled out #PartyShuruWithMcCain, a lively campaign that tackles the universal truth of every gathering, the slow start filled with polite smiles, small talk, and those painful silences before the real warmth kicks in. Created by Schbang, the push positions McCain’s restaurant-style crispy snacks as the ultimate ice-breaker, paired with an infectious jingle that becomes the party’s unofficial anthem.
The hero film captures it perfectly, a host senses the vibe dipping, cues the McCain jingle, serves up the golden snacks, and watches the room transform hesitation melts, laughter erupts, conversations flow. It’s a simple but spot-on insight: good food plus the right soundtrack can flip the switch from stiff to lively faster than you can say “pass the dip”.
The social rollout across Instagram and Facebook delivered strong numbers, over 12.1 million views, reach beyond 7.9 million people, and more than 4 million engagements across formats. The content encouraged users to adopt the jingle as their own party starter, turning viewers into participants.
Mccain Foods India head of marketing Shreyashi Kesari said, “#PartyShuruWithMcCain celebrates how Indian families actually celebrate, at home, with people they love, over food that brings everyone together. Our jingle became the party anthem because it captures that crucial moment when a gathering transitions from polite to genuinely fun.”
Schbang, president of solutions Jitto George added, “We decided to own that initial lull through Mccain’s incredibly catchy jingle, making it the anthem that signals the party has officially begun, paired with their crowd-favourite snacks.”
By leaning into the at-home celebration occasion where most Indians actually host friends and family Mccain isn’t just selling snacks; it’s selling the spark that turns a quiet evening into a memorable one. In a world of instant everything, sometimes the best way to break the ice is with a plate of crispy perfection and a tune that refuses to stay stuck in your head.
Digital
Hexaware deepens AWS tie-up for AI-driven SDLC
Rapidx and Kiro platform target faster, safer software delivery with agentic AI tools.
MUMBAI: Hexaware just gave software development a turbo boost because when AI agents join the coding team, even the longest sprints start feeling like a victory lap. Hexaware Technologies has expanded its long-standing collaboration with Amazon Web Services (AWS) to deliver AI-powered software development lifecycle (SDLC) capabilities to enterprises worldwide. The enhanced partnership, announced on 24 February 2026, builds on Hexaware’s Strategic Collaboration Agreement (SCA) with AWS, focusing on accelerating cloud adoption, application modernisation, and AI-led transformation.
At the core are two Hexaware innovations, Rapidx, an AI-driven software engineering platform, and Kiro, an agentic integrated development environment (IDE) designed to move teams from prototype to production-ready code in a structured, traceable way. The combined solution targets four key outcomes: shorter time-to-market, higher developer productivity, production-grade code at scale, and low-risk legacy modernisation.
Hexaware president & global head for Digital and Software Services Sanjay Salunkhe said, “Our clients want releases they can trust, even as they adopt AI in development. With RapidX and Kiro, we aim to bring more structure, standards, and traceability into the SDLC so large programs can move faster without increasing delivery risk.”
Key features include:
- AI-powered development with virtual subject-matter experts and spec-driven models that turn natural language requirements into structured code.
- Full SDLC coverage from ideation to release requirements, backlog creation, design thinking, blueprinting, coding, testing, and documentation.
- Enterprise-grade security: deployment inside customer AWS environments with private LLM options via Amazon Bedrock, plus SecOps alignment for data residency, access controls, monitoring, and audit support.
- Support for application modernisation, transition, and maintenance across complex estates.
The partnership reflects growing demand for tools that balance speed with reliability in an era where software cycles are shrinking and stakes are rising. By embedding agentic AI into the workflow, Hexaware and AWS are betting that the future of development isn’t just faster, it’s smarter, safer, and far less stressful for teams under pressure.
For enterprises drowning in legacy code and deadline demands, this expanded alliance could be the lifeline that turns chaotic sprints into confident strides, one AI-assisted line at a time.
