McCain brings spice to fries with Bollywood movie magic

McCain Foods has launched two new South Asian-inspired products, 'Masala fries' and 'Chili garlic potato bites', as part of its new "Flavours of the world" portfolio. To celebrate the release, the brand has rolled out a campaign paying homage to the magic of Bollywood. 

Central to the campaign is a vibrant short film titled Masala Movie. Created in collaboration with Rethink Canada and Bollywood director Nitin Menon, the film draws inspiration from Bollywood’s “masala” genre, blending action, comedy, romance, and drama while celebrating South Asian cuisine and culture.

Shot in Mumbai, India, the three-and-a-half-minute film follows a delightful mix-up at a bustling market. A McCain fries vendor shyly flirts with a masala spice seller, and in cinematic slow motion, the duo accidentally creates masala fries — a hit with market-goers. The playful rivalry escalates into a choreographed dance through the market, with the vendors donning vibrant Bollywood-style attire.

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In a dramatic climax, rain pours as the street clears, leaving the couple huddled under an umbrella sharing the fries, before viewers are transported to rooftops and open meadows, ultimately returning to the market where it all began.

The film features choreography by Longinus Fernandes and costumes by Maxima Basu, capturing the spectacle, energy, and romance synonymous with Bollywood storytelling.

The new products are designed for bold, convenient flavour. Masala fries are straight-cut fries coated in a spice blend of chili, onion, garlic, and fenugreek, while chili garlic potato bites feature diced potatoes with a golden crust seasoned with chili and garlic. Both can be prepared in an oven or air fryer and bring South Asian-inspired flavours to Canadian homes.

The launch leverages McCain’s expertise in over 160 countries, and both products were developed in collaboration with McCain India to replicate popular local flavours. 

Matt Kohler, managing director of Canada Retail at McCain Foods, said “Fries have a unique way of bringing people together. We’re extending this connection across cultures to bring globally inspired flavours to all Canadians.”

The campaign also reflects a growing trend of global brands tapping into Bollywood’s star power to connect with audiences. Earlier this year, Hilton rolled out the latest chapter of its “It matters where you stay” brand campaign, featuring Bollywood icon Deepika Padukone.

Shot in the actor’s hometown, the 60-second ad highlights the human moments that elevate a hotel stay, portraying Padukone balancing high-pressure commitments while making space for personal time. Intuitive gestures, from a well-timed cup of coffee to a thoughtfully designed room, demonstrate Hilton’s approach to hospitality that “anticipates a guest’s needs.” Like McCain, Hilton’s campaign shows how Bollywood storytelling can be leveraged to engage consumers through relatable, culturally resonant narratives. 

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