With the monsoon season here, the craving for hot chai and crispy snacks is at its peak. Wagh Bakri Tea Group and McCain Foods India have thus teamed up for a campaign that is aimed at resonating with tea and snack lovers across the country. The two brands have launched a monsoon-themed digital campaign ‘Ek Chuski, Ek Cripsy’, celebrating the unmatched pairing of Masala Chai and crispy snacks.
The campaign, a digital-first rollout, blends witty brand banter, relatable monsoon moments, and influencer-led content across social media platforms. The campaign aims to amplify the joy of India’s favourite monsoon combo through engaging and shareable content.
Speaking on the collaboration, Sanjay Singal, CEO, Wagh Bakri Tea Group, said, “At Wagh Bakri, we have always believed that tea is more than just a beverage — it’s a conversation starter, an icebreaker, and a reason to pause and connect. Our new campaign ‘Ek Chuski, Ek Crispy’ is inspired by a simple consumer truth — the craving for Masala Chai and snacks peaks during the monsoon. Together with McCain, we’re bringing the perfect pairing of Wagh Bakri Masala Chai and McCain Snacks, offering both great taste and convenience. It’s all about spending less time in the kitchen and more quality time enjoying the rains with your loved ones.”
Mainak Dhar, Managing Director, McCain Foods India, said, “At McCain, we understand the deep-rooted connection between food and emotion in Indian households. The monsoon season evokes a strong sense of comfort and nostalgia, often paired with cravings for something warm and delicious. Our ‘Ek Chuski, Ek Crispy’ collaboration with Wagh Bakri captures this sentiment perfectly — blending the warmth of their Masala Chai with our delicious restaurant style snacks. It’s more than just a pairing; it’s about creating memorable monsoon moments for families to savour together."
The campaign aims to strike a chord across metros and mini metros, including New Delhi, Mumbai, Ahmedabad, Lucknow, and beyond, driving social media conversations and audience participation.
