In an unexpected blend of cinema and cuisine, McCain Foods has brought a taste of Bollywood to Canadian screens with its latest campaign, The McCain Masala Movie. The initiative celebrates the launch of two new South Asian-inspired products — Masala Fries and Chili Garlic Potato Bites — as part of the company’s Flavours of the World range.
Created in collaboration with Rethink and directed by Indian filmmaker Nitin Menon, the campaign embraces the rich visual language of Bollywood cinema. It’s both an homage to the vibrant storytelling tradition of India and a showcase of McCain’s growing ambition to make global flavours a part of Canadian dining culture.
The short film, shot entirely in Mumbai, unfolds like a classic Bollywood tale — full of energy, emotion, and colour. The story begins in a bustling marketplace, where a McCain fries vendor accidentally collides with a masala spice seller, sparking a lively chain of events. What follows is a whirlwind of dance, humour, and flirtation, all underscored by the theme of connection through food.
Behind the scenes, McCain worked closely with a team of South Asian creatives to ensure cultural authenticity. The costumes were designed by Maxima Basu, a renowned Bollywood designer known for her work on major Indian productions, while choreography was handled by Longinus Fernandes, best known for his work on Slumdog Millionaire. The result is a campaign that feels at once cinematic and grounded in the cultural nuances of South Asia.
“We wanted to do more than just launch a product,” said Matt Kohler, Managing Director for McCain Foods Canada. “Our goal was to celebrate the shared joy that food brings. With The McCain Masala Movie, we’re inviting Canadians to experience flavours that connect them to cultures beyond their own — and to have fun doing it.”
The launch introduces two new frozen favourites that fuse McCain’s potato expertise with South Asian flair. The Masala Fries feature straight-cut potatoes coated with a blend of chili, garlic, onion, and fenugreek, offering a warm, tangy kick. Meanwhile, the Chili Garlic Potato Bites deliver bite-sized bursts of spice and crunch, perfect for snacking or sharing. Both are easy to prepare in an air fryer or oven and bring a distinctive new taste to the Canadian market.
The products were developed in collaboration with McCain India, whose recipes and spice blends inspired the Canadian versions. “Our teams in both countries worked closely to make sure that the flavours were authentic,” explained Aditya Krishna, Director of Sales and Marketing at McCain India. “We wanted Canadians to experience the same rich, bold taste that’s made these products so popular in India.”
McCain’s Bollywood-inspired campaign marks the beginning of a broader strategy: to introduce Canadians to global comfort foods that reflect the diversity of the country itself. With its Flavours of the World line, McCain plans to spotlight more international cuisines in the coming months.
For now, Canadians can find McCain Masala Fries and Chili Garlic Potato Bites in major grocery stores across the country. With its fusion of cinema and spice, McCain’s latest campaign captures not only the joy of food but also the cultural vibrancy that defines modern Canada.
