Sharing the Story Behind McCain’s Masala Movie

With sweeping dance numbers, vibrant costumes, and a story straight from a Bollywood script, McCain Canada’s ‘Masala Movie’ was destined to be an instant classic. Envisioned as an opportunity to celebrate South Asian culture with both authenticity and cinematic flair, Jordon Lawson, creative director at Rethink and Matt Kohler, managing director of Canada retail for McCain Foods, coalesced their teams to curate a Bollywood adventure to rival the great epics of the genre.

Rather than attempting to emulate Indian cinema, the full production went to India, headed up by South Asian director, Nitin Menon, and a local cast and crew. The campaign transforms a product launch into a fully realised, larger-than-life experience. Here, LBB’s April Summers sits down with Jordon and Matt to explore the craft, collaboration, and creative risk-taking to transform a frozen food ad into an epic masala movie.

LBB> What was the strategic thinking behind launching Flavours of the World with South Asian-inspired products?

Matt> As Canada’s population grows and becomes more diverse, McCain recognises the importance of meeting the evolving needs of its consumers. The South Asian community represents Canada's largest multicultural group, and many already have a strong connection to the frozen aisle, regularly seeking out prepared potato products for their households. Not only did we want to build on this connection with Canada's South Asian community, we also wanted to reach a mainstream Canadian audience who are seeking out bold, international flavours for their tables.

LBB> Jordon, what drew Rethink to the idea of turning a product launch into a full-on Bollywood movie? Can you tell us how that concept evolved from brief to execution?

Jordon> The connection between masala movies – a Bollywood genre – and masala fries came naturally. What really anchored it was a cultural truth: Canada’s South Asian community isn’t just growing, it’s shaping culture through food, fashion, and film. Turning a product launch into a Bollywood movie didn’t feel like a gimmick – it felt like the most authentic way to celebrate that influence.

LBB> The 'masala movie' genre is known for its mix of action, comedy, and emotion. How did you translate that into an ad format while keeping it authentic and entertaining?

Jordon> The masala genre thrives on emotion and theatrics. It’s unapologetically big-hearted. We wanted to bring that same energy, but with a brand story. Every sequence needed to deliver the larger-than-life drama Bollywood is known for, while staying true to McCain’s playful tone. Since it’s an ad, the product had to stay central to the plot, so we kept the pacing tight, but with all the colour, choreography, and charm intact.

LBB> The resulting film is certainly larger-than-life – it’s epic! What were the biggest creative or logistical challenges of building a Bollywood world through a Canadian brand lens?

Jordon> Balance was the biggest challenge. We wanted it to feel like McCain had entered the world of Bollywood, and not the other way around. Collaborating with a production team in Mumbai added another layer, but that partnership became the project’s greatest strength. It made the film feel authentically rooted in Bollywood.

LBB> How did collaboration with McCain India shape both the product and the creative process?

Matt> From the beginning, the McCain Canada team worked closely with the McCain India team to recreate exact product details and flavours using its recipes and formulas. We sourced many of the same ingredients from India, and conducted rounds of taste tests to ensure they had the same great taste.

LBB> This project clearly required deep cultural sensitivity. What steps did McCain take to ensure authenticity and representation were at the forefront?

Matt> From creative concepting to production, our team and agency partners worked closely with our own South Asian team members, as well as Ethnicity Matters, Canada’s leading multicultural marketing and communications agency, to ensure the film and our messaging reflected all of the conventions of Bollywood cinema while avoiding cultural appropriation and stereotyping. The ‘Masala Movie’ also feels very true to the genre because we had an all-star team of Bollywood talent in Mumbai who understood the vision and knew exactly how to bring it to life.

Jordon> Although we had a clear narrative from the start, we knew authenticity couldn’t come from the outside looking in, so we leaned heavily on our partners at Sky High Films in India to bring the project to life. We didn’t just want it to look like a masala movie; we wanted it to be one. That mutual respect and creative trust made all the difference.

LBB> Can you talk about the visual language and cinematic references that inspired the film’s look and feel?

Jordon> We wanted to capture the DNA of classic masala films, but elevate it with modern craft. Our director, Nitin Menon, grew up in Mumbai, surrounded by Bollywood, so his inspiration ran deep. You’ll find nods to everything from ‘Shree 420’ (1955) to ‘DDLJ’ (1995). Our DoP, Yash Khanna, was also an all-star at making the spot feel both nostalgic and new.

LBB> The choreography, costume design, and colour palette all feel incredibly true to Bollywood too, how did you and the team strike that balance between homage and originality?

Jordon> We were in amazing hands. The choreography was led by Longinus Fernandes of ‘Slumdog Millionaire’ fame, with costumes by Maxima Basu, known for some of Bollywood’s most iconic looks. They worked closely with Nitin to fine-tune every detail – from makeup to set design – keeping the palette rich and cinematic, with McCain’s brand colours subtly woven throughout.

LBB> How does this campaign set the tone for future launches under the Flavours of the World line?

Matt> We’re thrilled that this campaign is setting such an exciting tone. This marks the beginning of our journey to bring even more globally-inspired offerings and flavours to Canadian consumers.

LBB> From a craft standpoint, which moment in the film are you most proud of, and why?

Matt> We took a risk in creating a short film to launch Flavours Of The World, but it was that leap that allowed us to make something creatively fulfilling that truly resonated with audiences. Seeing the reactions from film lovers and those in the South Asian community has been so gratifying.

Jordon> I love the entire film, but if I had to pick one thing, it’s the original music by Abhishek Arora. He and Nitin obsessed over every beat. It’s impossible not to walk away humming it. I dare you to try!