MAM
Starcom MediaVest launches LiquidThread in APAC
MUMBAI: In a move to better capitalise on changing consumer behaviours driven by technology and social media and to deliver more effective human experiences through content, Starcom MediaVest Group (SMG) announced the launch of digital-led, Liquid Thread in APAC, including India.
The newly formed unit is geared to create and sequence content across every screen to advance marketer goals.
CVL Srinivas will take charge as managing director of LiquidThread APAC from 5 January.
Said SMG Global CEO Laura Desmond, “Liquid Thread sits at the intersection of human truth, digital and content. As a Human Experience Company, it is incumbent upon us to make content more easily accessible and readily available, acknowledging and embracing the fact that it will be picked up, played with, iterated, built upon and passed along. These are the terms that consumers have set, and the reality that we respect.”
Liquid Thread was launched in the US in April 2009.
Liquid Thread‘s re-imagined approach is rooted in digital and social media innovation, to drive unique audience segmenting and content sequencing to ensure clients‘ messages reach consumers at right times, in optimal places and spaces.
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.
