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.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
