This Diwali, McCain Foods India has struck a beautiful emotional chord with its ‘Jugalbandi’ campaign, created in collaboration with Schbang. Featuring the iconic Usha Uthup, her daughter Anjali, and her grandson, the film brings alive the essence of generational unity through music and food.
The campaign cleverly connects India’s two biggest festive passions — food and music, creating a sensory experience that celebrates family bonds and cultural continuity in a modern way.
McCain X Usha Uthup
The Story: A Musical Face-Off Turns into a Family Harmony
Set in a lively Diwali house party, the film captures three generations expressing their distinct musical identities — Usha’s legendary disco beats, Anjali’s energetic rhythms, and her grandson’s modern DJ flair.
What begins as a playful musical face-off soon transforms into a warm moment of togetherness, as the irresistible aroma of McCain’s crispy snacks fills the air. The trio unites over plates of McCain delights, blending their rhythms into a single harmony — the beloved McCain jingle.
This creative “generational jugalbandi” captures how food can dissolve boundaries, bringing families closer during the festival of lights.
The Creative Vision: Bridging Generations with Shared Joy
Speaking about the campaign, Mainak Dhar, Managing Director, McCain Foods India, shared: “Diwali is one of those moments when families scattered across cities and time zones come together. McCain has always been about creating simple moments of togetherness. Our ‘Jugalbandi’ campaign celebrates how different generations, each with their own rhythm, can come together over a plate of McCain snacks.”
The film’s core idea beautifully reflects McCain’s brand philosophy — making social moments special through food that sparks joy and connection.
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Schbang’s Creative Take: Storytelling Across Generations
Jitto George, President – Brand Solutions at Schbang, explained the creative inspiration: “When we set out to celebrate a ‘generational jugalbandi,’ Usha Uthup and her family were our first and only choice. Their real bond brought the idea to life — blending nostalgia, music, and the joy of food at the core of which lies the human tendency of being together.”
Schbang’s storytelling captures a timeless truth — while social media may feel like a Gen Z space, great stories that evoke emotion and authenticity transcend age.
Why It Works: McCain’s Consistent Festive Playbook
McCain’s Diwali campaigns have consistently focused on family bonds, shared laughter, and the joy of snacking together. ‘Jugalbandi’ carries forward this legacy with a fresh creative lens — music as a metaphor for emotional connection.
By uniting three generations in a shared experience of rhythm and flavor, McCain reinforces its image as the brand that turns ordinary moments into memories, especially during India’s most cherished festival.
Final Thoughts
McCain’s ‘Jugalbandi’ isn’t just another festive film — it’s a reminder that the magic of Diwali lies in connection, not perfection. By pairing Usha Uthup’s cultural legacy with a modern family dynamic, the campaign delivers an authentic, feel-good celebration of how music, food, and family togetherness continue to define India’s festive soul.
