It’s a Bollywood spectacular, and it’s all for McCain Canada’s Masala Fries. Rethink has left nothing out of the OTT dance-love story cinema tradition. There’s action, comedy, romance, and drama in one epic film – condensed into 3.35 minutes.

Rethink and McCain Canada collaborated with South Asian production partners and members of the community to ensure a true Bollywood experience from start to finish. The entire spot was filmed in Mumbai, India, with a talented crew of Bollywood artisans and technicians. It was directed by the Mumbai-born director, Nitin Menon, and features a large cast of professional dancers and actors. The costumes were designed by celebrated Bollywood designer, Maxima Basu, and the choreography was created by Longinus Fernandes, the renowned choreographer behind many of Bollywood’s most memorable dance scenes, including those from the film Slumdog Millionaire.

The campaign coincides with two new South Asian-inspired products in its new Flavours of the World portfolio, Masala Fries and Chili Garlic Potato Bites.

Credits
Client: McCain Foods
Managing Director: Matt Kohler
Marketing Director: Aditya Krishna
Creative & Production: Rethink
Director: Nitin Menon
Costume Designer: Maxima Basu
Choreographer: Longinus Fernandes