Ad Campaigns
McCain’s ‘Shart Mat Lagana’ campaign bets big on preservative-free delights
Mumbai: McCain Foods India, a prominent frozen food brands, proudly announces the launch of its latest campaign. ‘Shart Mat Lagana’ celebrating the 100 per cent preservative-free nature of its products. This campaign underscores McCain’s dedication to delivering high-quality and wholesome products that families can trust without guilt.
The ‘Shart Mat Lagana’ campaign revolves around McCain Foods’ unwavering commitment to providing preservative-free products. This commitment is realized through the innovative ‘quick freeze’ technology, showcasing the brand’s dedication to delivering high-quality, preservative-free options to consumers.
McCain Retail head of sales and marketing Aditya Krishna expressed, “At McCain Foods, we have consistently aimed to redefine the frozen food snacking landscape by offering 100 per cent preservative-free products. We have harnessed ‘quick freeze’ technology to preserve the natural taste and freshness of our products. Our latest initiative, the ‘Shart Mat Lagana’ campaign, stands as a testament to this commitment, highlighting our resolve to providing families with delicious and convenient snacking experiences without any concerns about preservatives. We are hopeful that this campaign will resonate with our beloved consumers who prioritize unparalleled quality for their delectable snacking experiences.
The campaign features a compelling TVC conceptualised by BBDO, showcasing a family’s delight in McCain products while emphasizing their preservative-free nature. In the commercial, a skeptical family member places a bet against McCain’s preservative-free claim, only to be pleasantly surprised when proven wrong, demonstrating the trustworthiness of McCain’s products.
BBDO chief growth officer Nikhil Mahajan expressed, “In crafting the ‘Shart Mat Lagana’ campaign, our goal was to showcase McCain Foods’ dedication to preserving natural flavor without the use of preservatives. We wanted to convey not just a product message but an experience of trust and delight. This campaign is a celebration of McCain’s commitment to providing wholesome, preservative-free options, and we believe it will leave a lasting impact on consumers, reinforcing McCain’s position as a leader in quality frozen foods.”
McCain Foods has been a pioneer in innovation, leveraging advanced freezing techniques to ensure its products retain natural flavor and freshness without preservatives. This dedication to quality has made McCain a trusted household name, synonymous with delivering delicious frozen treats and upholding the commitment to providing wholesome, preservative-free options for consumers seeking uncompromised quality in every bite.
The campaign is amplified through TVCs, digital platforms, cinema, radio, community marketing, and some snackable content on social media channels.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
