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Tag: Oreo

  • Marketing maestro plugs into EV future at Astro Motors

    Marketing maestro plugs into EV future at Astro Motors

    MUMBAI: Aniruddha Khandekar, a true grand fromage in the marketing consultancy world, has just revved up his career with a cracking new gig. He’s been tapped as the fresh-faced marketing director at Astro Motors IN, an emerging electric vehicle manufacturer looking to absolutely revolutionise the industry. He’s only been on the job since March 2025, but one expects he’s already hitting the ground running in Pune, Maharashtra.

    Astro Motors isn’t just another tin box on wheels; it’s a disruption-focused outfit intent on combining sheer innovation with a dollop of education to cut through the noise in India’s bewildering EV marketplace. Its advanced vehicle design, superior performance, and integrated management systems are built to meet the demands of everyone from your individual punter to the largest fleet operators. It sounds like the folks there are not just selling cars, they’re selling a vision – and a very British one at that.

    Khandekar brings a truly impressive pedigree to the role, having clocked up over 20 years in the cut-throat advertising and media trenches. The strategy consultant and fractional CMO, formerly of G-S-D Consulting, has been a marketing gun-for-hire, delivering impact for a stellar roster of clients. He’s previously steered the strategic ship for heavy hitters like Marico, Colgate Palmolive, Dell, and Lenovo during his VMLY&R days. Before that, his brainy insights bolstered giants such as Bajaj Auto, P&G, Oreo, Asian Paints, and Tata Sky during stints at Leo Burnett and Ogilvy. He’s consulted for everyone from EdTech startups like Accreda to Web3 MarTech platforms such as Cultos, even dabbling in market entry strategy for an electric commuter motorcycle – quite the pre-nup for his current role, one might say!

    With a track record of shaping consumer insights and crafting go-to-market strategies, Khandekar’s arrival promises to inject a serious jolt of marketing wizardry into Astro Motors. The EV space just got a bit more exciting, and rather stylishly so.

  • An OREO could be your ticket to space!

    An OREO could be your ticket to space!

    Mumbai: Imagine space travel being within your reach by just buying an Oreo cookie. This is exactly what we’re offering consumers with Oreo’s latest launch: Space Dunk cookies. Oreo—World’s No.1 and India’s favourite cookie brand—is giving consumers an opportunity to become the second Indian to go to space by simply buying and scanning an Oreo Space Dunk cookie pack. This limited edition pack will be available in the market during May & June of this year, and is an extension of a successful global campaign.

    India’s recent space exploration missions have captured the imagination of young and old across the nation. There is an increased curiosity and adulation for what the country has managed to achieve in the realm of space exploration. In the 40th year anniversary of the first Indian to go to space, Oreo is giving one lucky Indian the opportunity to experience space for themselves! Through this campaign, Oreo is giving billions of Indians a chance to make their dream come true with an out-of-the-world reward – a chance to become the next Indian in space.

    The special edition ‘Space Dunk’ packs with space themed cookies come with a QR code which, upon scanning, will redirect the consumer to a microsite – www.oreospacedunk.in – and give them a chance to be the first person to Twist, Lick, Dunk in space. The brand is partnering with Space Perspective to offer a chance to embark on a transformative six-hour journey to the edge of space in Space Perspective’s Spaceship Neptune—a pressurized capsule propelled gently by a SpaceBalloon™. Their reimagined spaceflight experience will allow the winner to safely enjoy unprecedented views of planet Earth with no special training required, no weightlessness and no heavy g-forces. The winner can also expect breathtaking views from the largest windows ever flown to space, a world-class meal and complimentary Oreo cookies, Wi-Fi and even a Space Spa with a bathroom — all the comforts of the world’s first Space Lounge. In addition to this, consumers can also win exclusive space related experiences at a reputed space center and luxurious stargazing experiences at Astroport Sariska.

    Speaking about this, Mondelez India VP- Marketing Nitin Saini said, “Oreo brand has always been synonymous with unlocking playfulness and through this campaign, we want to transport consumers to a place full of excitement and childlike curiosity!  All of us at some or the other point in time have wondered what it would be like in the outer space and I am very happy that as a brand we are able to offer an Indian a chance to embark on this journey and experience the grandeur of space.”

    Publicis Groupe, South Asia & Chairman – Leo Burnett , South Asia CCO Rajdeepak Das added, “Everyone of us has dreamt of going to space as a kid. And Oreo is on a mission to turn this dream into a reality. This literally ‘out-of-this-world’ experience needed a campaign that’s just as iconic. We have crafted a story which plays on Oreo’s iconic Twist, lick, Dunk, but with a cosmic flavour to capture the audience attention.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee said, “We are elevating the ritual of Twist, Lick and Dunk to newer heights with this initiative. By leveraging cutting-edge tech and immersive experiences across media channels, we are making this extraordinary opportunity a tangible reality. As our campaign unfolds, expect quite literally some out of the world experiences as we get the nation to suit up for space.” 

    To celebrate the launch, Oreo is releasing a captivating film that takes the brand’s iconic proposition, Twist, Lick, Dunk, on a spacewalk! Witness a simple yet dramatic narrative that reimagines the classic Oreo ritual with a touch of space-age wonder. The campaign will be supported by elements across social, print, outdoors and  travel apps.

  • To Bol or Not to Bol? Vicks Cough Drops and Oreo engage in a fun banter

    To Bol or Not to Bol? Vicks Cough Drops and Oreo engage in a fun banter

    Mumbai: Vicks Cough Drops, the trusted brand known for giving India a khich khich free voice recently engaged in a quirky banter with Oreo, the brand known for sparking playful connections. Both the brands with their respective campaigns are seen showing their wholehearted support this cricket season. Although, Vicks Cough Drops and Oreo have a different approach, both are united by one main goal, to ensure that the team continues their winning streak!

    Vicks Cough Drops recently launched their VicksKholIndiaBol anthem which invited 142 crore Indians to cheer the loudest for their teams because as per the brand when we unite our voices, nothing is impossible. While Vicks Cough Drops invited people to speak-up and cheer for their teams, surprisingly, Oreo promoted the opposite by asking its followers to not speak since that may jinx our chances of winning. The fun banter was kicked off by Vicks India, supported by L&K Saatchi & Saatchi and was then replied to by Oreo India.

    The brand banter saw both the brands playing smartly with their respective catch-phrases – VicksKholIndiaBol and OreoBolaMatBol and winning hearts of cricket fans across the country

    This is how it all started..

    Oreo

    The repartee continued as Oreo further commented – “Haha Itna Kuch Kyu Bol Rahe ho @Vicks_India, Bina Kuch bole hi bohot kuch ho raha hai” Vicks Cough Drops was quick to respond,” For Someone Who Says “MAT BOLO” Aap Toh Kaafi Bol Rahe Hain. Vicks Ki Goli Li? ”

    Oreo

    The brand banter didn’t end there as Oreo added to the exchange, “Only after we get what we’re all waiting for. Tab tak..” Vicks Cough Drops was quick to react to this with – “Aise Chauke Chhakke Dekh Ke You Should Change your MAUN VRAT Strategy”

    Orio

    As both the brands got chatty, the funny and engaging exchange left the cricket fans entertained and debating on whether To Bol or Not to Bol this cricket season.

    Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. This cricket season too, Vicks Cough Drops presented a fresh musical take on keeping the Cricket Fans at the center and giving them a khich khich free voice to cheer for their team. The VicksKholIndiaBol anthem was launched in October with the cricket icon Yuvraj Singh. The #VicksKholIndiaBol cheer anthem celebrates our nation’s boundless enthusiasm for cricket and aims to enable 142 crore Voice champions to cheer for their team this cricket season. To ensure no cheer goes unheard, Vicks Cough Drops launched special Indian Sign Language version of the #VicksKholIndiaBol Cheer Anthem in collaboration with ‘India Signing Hands’ – an organization dedicated to promoting Education, Awareness, and Accessibility for the Deaf Community in India.

    Oreo is known for its messaging on “Stay Playful” through the past 11 years. Continuing from their playful messaging during cricket world cup last year, Oreo and world cup winning captain MS Dhoni have come together again with a new mantra this time. This year, their urge is to get a billion fans to not jinx the world cup by staying “shhh” and not talking about India’s chances. With a playful twist on superstitions that are deeply embedded in our sports culture, #OreoBolaMatBol is resonating with Indians across the country and nudging them to go quiet till we get what we all want – the final win!

     

  • Oreo and MS Dhoni ssshhhing a billion cricket fans ahead of World Cup, say “Don’t jinx it”

    Oreo and MS Dhoni ssshhhing a billion cricket fans ahead of World Cup, say “Don’t jinx it”

    Mumbai: The Men in Blue are once again going to begin their campaign to bring back the World Cup. As cricket frenzy takes over India this week, so do many rituals of Indians to help the team get what they want the most. And most times, by not talking about it. We all have a deep-rooted belief to never say a word, don’t jinx it till what you want to make happen, happens. Whether be it a new job offer, an examination outcome & most importantly winning in cricket.

    Oreo & MS Dhoni have come together again to help Team India get what they want the most. Last year, Oreo had launched again in a bid to bring back the cup, like in 2011, and while we reached the semi’s, the job remained unfinished. This year, Oreo & Dhoni take on an even more playful note simply evocating people to not jinx it, building a counter-culture view to get a billion cricket-crazy fans go “shhhh” ahead of the biggest cricket tournament there is.

    With Dhoni on its side, Oreo has taken a playful spin on this nuance that is deeply entrenched in our culture. The brand has launched a new campaign partnering with Dhoni again for this World Cup season. To capture the attention of the audiences in a quirky yet impactful manner, the campaign is launched in a first-of-its-kind breaking news format featuring Dhoni on prime news channels. Set on the stage of a cricket news show, the film opens with Expert Panelists on the set discussing India’s performance and chances of winning the World Cup 2023. Right then, Dhoni unexpectedly walks in and hijacks the show. His simple sermon being, ‘Oreo & he believe that no one should talk about India’s chances, till the end, till we actually get the cup’. He encourages all viewers to follow the “Oreo Bola Mat Bol” ideology. Wait till we actually get it!

    To build on the excitement with cricket further, Oreo will drive contextual communication on Hotstar during the World Cup. Also, to connect with the audience in real-time, Oreo is capitalising on moment marketing with relatable content while matches are on. The #OreoBolaMatBol frenzy has already caught on with cricket fans, memes, and fan pages and consumers are resonating with the belief of not jinxing India’s chances of winning the Cup.

    Speaking about this campaign, Mondelez India VP- marketing Nitin Saini said, “Following the same thought as last year with our #BringBack2011 campaign that introduced our playful version to take India to the finals, we are yet again bringing together the nation with a nostalgic and relatable twist with ‘Oreo Bola Mat Bol’ campaign. The campaign brings the nuances of watching cricket and supporting India during the nail-biting matches and aims to influence the loudest and most passionate cricket fans in the world to stay ‘silent’ about India’s performance during the most important tournament. Just like every Indian, I have followed these stereotypes over the years and the effort to un-jinx this year’s game by simply not talking about it is something I am sure we have all done or experienced in the past. We are once again partnering with everyone’s favourite, MS Dhoni, who has effortlessly brought this idea to life.”

    Dhoni said, “OREO has always found the right angle to take, which is not only playful but also fits in seamlessly with India’s love for Cricket. As an athlete or sports fan, we all have certain things that we do— consciously or unconsciously, which we believe can help our favourite team win. Trying to not jinx a win by not talking is a common one but Oreo has once again brought this live in the most relatable way. It’s been fun to bring this to life with OREO just in time for the World Cup!”

    Along with the TVC, the brand has also created several activations for the duration of the World Cup, as well as shorties for the digital streaming platforms.

    Leo Burnett group executive creative director Mayuresh Dubhashi said, “The biggest cricketing event, the World Cup is back. And so is Oreo along with M.S. Dhoni. And this time around, we are not going to say anything at all – #OreoBolaMatBol. Because of our deep cultural belief that we don’t talk about the thing that we want the most. And we all want that one particular result out of this Cup, don’t we? We are launching a disruptive multi-platform campaign that’ll run the course of the tournament with many innovations, many firsts with the hope that the country joins us in this belief to help better our team’s chances.”

    Wavemaker India chief client officer and office head, North, West and East Shekhar Banerjee said, “We are strategically choosing our message and media. While many brands may express the belief that “India will win,” we are encouraging our audience to avoid excessive optimism (or negativity) with the hashtag #OreoBolaMatBol. Whether they are engaged in cricket-related platforms or consuming content related to cricket, we will remind India to embrace our motto of #OreoBolaMatBol to ensure we do our bit to send good vibes and avert bad vibes for Team India over the next two months.”

  • Mondelez India partners with Oreo to launch new campaign #Bringback2011

    Mondelez India partners with Oreo to launch new campaign #Bringback2011

    Mumbai: Oreo announced the launch of its new #BringBack2011 campaign to spark millions of playful moments amidst cricket-loving Indians. #Bringback2011 is a fun idea that combines Oreo, cricket, and MS Dhoni in an unusual way.

    With the latest campaign, Oreo is giving a playful twist to cricket anticipation and preparations by going all out to recreate 2011 by launching itself again and helping India become the cup champions again. Continuing to encourage playful family time, the brand has introduced 15 cricket-themed embossed cookies along with an attractive limited-edition packaging for consumers to help billions of fans cheer along during the matches.

    A high-decibel 360-marketing campaign will be bringing this concept alive. The marketing campaign also includes on-ground and in-store activations; partnerships with leading online platforms; influencer engagement; and strategic engagement on social media channels.

    The activation starts with an interesting turn of events with Dhoni’s press conference that left viewers and media surprised. The video begins with MS Dhoni walking onto the podium dressed in an Oreo jersey with his signature 2011 hairdo and introducing Oreo in India for the first time. While this raises eyebrows amongst the media, he goes ahead and explains the connection between Oreo and 2011, implying that to create history, we need to recreate 2011 history to win the 2022 World Cup. Hence, #BringBack2011.

    Commenting on the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Over the years, Oreo, Dhoni and cricket have successfully created playful moments bringing people together. #BringBack2011, which begins with the same insight, is a playful take on the cultural nuance of cricket-related stereotypes in India. Oreo, a huge fan of the team, decided to build momentum and encourage billions of Indians to join and do everything they could to help India win the World Cup. So, we decided to launch Oreo all over again with MS Dhoni in his much-loved 2011 avatar. We are confident that this campaign will once again bring together Oreo and cricket lovers alike for shared moments of play.”

    Sharing his experience, Dhoni added, “The 2011 win was a proud moment for the entire country and coincidentally the year Oreo made its entry into India. The association with Oreo has been a legendary one. With the 2022 World Cup just around the corner, I’m extremely excited to collaborate with the brand yet again to bring the playful moments of cricket and the cup back!

    Speaking of the idea behind the campaign, Leo Burnett South Asia CEO & chief creative officer Rajdeepak Das said, “Oreo wanted to share its point of view on the most playful event of the year. When it comes to cricket, we all have our beliefs, be it wearing the same socks each time or sitting in a particular chair, and many more. And we thought, if Oreo can encourage everyone to stick to their beliefs of 2011, maybe we can recreate our time from then and bring back the cup this year. Making Oreo the most ardent cricket fan! The campaign, which starts with Dhoni’s press conference, is a playful and impactful idea, bringing the signature Oreo light-hearted fun to one of the biggest events of the year.

    Speaking about the launch video with Dhoni, Wavemaker India chief client officer & head of West Shekhar Banerjee said, “While the limited-edition Oreo cricket cookies are sure to build their own fanbase, the press conference that screened a film starring MS Dhoni to launch the campaign with one of its kind YouTube premiere has already got the internet talking.”

    “For the cricket fans out here, this one’s going to be a trip down memory lane as Oreo initiates the #BringBack2011 campaign with the hope that India will win the cup… again,” he added.

  • MS Dhoni & daughter Ziva double up the fun in Oreo’s latest film

    MS Dhoni & daughter Ziva double up the fun in Oreo’s latest film

    Mumbai: Cookie brand Oreo has brought back to screen the adorable twosome of former team India cricket captain MS Dhoni and his daughter Ziva for its all-new #SayItWithOreo campaign.  

    With the latest campaign, the brand once again encourages family playtime with the introduction of alphabet embossed, scannable cookies, nudging them to ‘Scan, Play, Repeat,’ thus elevating the ‘Stay Playful’ narrative. 

    The campaign by creative agency Leo Burnett has the father-daughter duo taking them by now familiar Oreo ritual to the next level. As the two discover a playful escapade through the newly alphabet embossed cookies they bring the concept to life through their playful banter. The digital ad film has been produced by Media Monks.

    The cookie brand first brought the twosome together last year in January for its #OreoPlayPledge in what was Ziva’s debut as a brand ambassador. The adorable film had the father and daughter taking turns to take a pledge with the Oreo cookie, promising to have more fun times with family.

    Sharing his experience MS Dhoni said, ‘’Shooting with Ziva is a lot of fun; we love Oreos and it was about capturing our genuine playful moments on screen. This innovative campaign help parents engage with kids in a fun manner, promising new moments of play leading them to enjoy and cherish the bond they have.”                                                         

    This time around Oreo has further reinforced playtime by a novel tech module that enables children to play unique games curated by experts on a specially designed microsite. The process is activated by simply scanning any four-lettered cookie combination to reveal a one-time play code that unlocks varied 60 second games.

    “Oreo has always aimed to inspire playful moments and bring people together. The #SayItWithOreo campaign really shows how Oreo is more than just a cookie – a conduit to spark connection amongst families,” said Mondelez India head – biscuits marketing Sunainika Singh. “This sentiment is taken to the next level with the launch of our alphabet-embossed cookies, encouraging consumers to take time out and indulge their children in some quality, playful time. This experience is invigorated with the gaming module, unlocked by scanning these unique cookies. Also, our favourites, MS Dhoni and Ziva, have truly kept the Oreo spirit alive and yet again brought to life the campaign brilliantly.” 

    “Oreo has always inspired people to incorporate more playtime in their daily routine,” stated Leo Burnett CEO & chief creative officer – South Asia Rajdeepak Das. “With the #SayItWithOreo launch, the brand introduces a first-of-its-kind, embossed cookie, inspiring a completely new way to play by integrating technology and creativity with fun. Our campaign reflects this and elevates the scan, play, repeat mantra for Oreo lovers wherein you can scan the alphabets on the cookie to unlock access to curated games.”

    Media Monks India managing director Robert Godinho added, “This was an interesting tech challenge to work with. The idea was to be able to point a mobile camera at an Oreo Cookie- which had a letter of the alphabet embossed on it. We had to be able to tell each cookie apart with a high degree of confidence with the lowest latency. When technology supports art to create meaningful interactions for consumers, something truly wonderful happens.” 

  • Mondelez India forays into snack bar category with Cadbury Fuse Fit

    Mondelez India forays into snack bar category with Cadbury Fuse Fit

    Mumbai: Mondelez India on Thursday announced its foray into the snack bar category with the launch of the new Cadbury Fuse Fit. The company said it aims to develop the current niche and growing snack bar segment, with the evolving consumer palate choosing ‘healthier’ alternatives in daily snacking.

    With Cadbury milk chocolate as a bedrock, the snack bar packs together the goodness of peanuts and almonds that make for 50 per cent of the bar, fulfilling 10 per cent  of daily protein requirement, said the chocolate brand.

    “Consumers are now increasingly looking for on-the-go snacks that could be for mid-morning hunger, mental stimulation or even to break fatigue, as they spend the most time at home. With that, they are also making discerning snacking choices that deliver both goodness & taste – a pandemic-infused change that is here to stay,” said Mondelez India senior director – marketing, Anil Viswanathan. “We truly believe that there exists untapped potential for the category that we are well poised to fulfill. With Cadbury Fuse Fit, we are set to yet again bring alive our vision to empower our consumers with more choice and solidify brand love for our products.”

    The launch of Cadbury Fuse Fit will be supported by a 360-degree communication campaign, that includes digital activation, outdoor, tie-ups in the fitness ecosystems like gyms & apps, and influencer engagement initiatives, in addition to consumer sampling to drive trials via multiple channels, said the company.

  • Cookie crumbles: Oreo maker sues Parle over design infringement

    Cookie crumbles: Oreo maker sues Parle over design infringement

    NEW DELHI: Mondelez-owned food manufacturer Intercontinental Great Brands, the maker of Oreo biscuits, has moved the Delhi high court against Parle Products, alleging that the design of one of its biscuit brands is similar to that of its popular offering.

    Intercontinental has claimed that the design of Parle's Fabio biscuits is “deceptively similar” to that of Oreo. Both cookies do share similar visual characteristics – white cream sandwiched between two round, dark biscuits.

    The court has fixed April 12 as the date for next hearing in the trademark infringement case. So far both Intercontinental and Parle have not issued a statement on the case.

    Intercontinental Great Brands LLC is a unit of Mondelez International Inc. Mondelez had launched Oreo in India about a decade ago. It had gradually introduced more variants of the original Oreo cookie, including choco creme and strawberry flavours. On the other hand, Parle's Fabio biscuits entered the market in January 2020.

    According to data shared by Mondelez, India is among its top-five markets by volume, and is now the fourth largest market for Oreo in the world. No surprise then that the company was quick to take legal recourse to fend off competition from a lookalike biscuit, spelling trouble for Parle. But that's the way the cookie crumbles.

    This is the latest case of alleged infringement in the highly competitive biscuit market in India. There have been multiple cases of trademark infringement among various companies.

    Just last year, Britannia Industries had filed an infringement case against Kishore Biyani-led Future Consumer, alleging that it had copied the packaging of several of its biscuit brands. Britannia said that Future had used 'Good Time' on one of its products, similar to Britannia's Good Day brand. In December, it filed a case against ITC for alleged infringement of its product packaging trademark.

  • MS Dhoni & daughter Ziva bond in new Oreo campaign

    MS Dhoni & daughter Ziva bond in new Oreo campaign

    NEW DELHI: Cookie brand Oreo is further fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. With this campaign, the brand is putting its purpose into action and inspiring people to snooze away from their busy lifestyles and take a pledge to create and cherish the much-needed moments of fun with their loved ones.

    This sentiment will be brought alive by the much-loved father-daughter duo – former team India cricket captain, MS Dhoni and his daughter, Ziva Dhoni. The latest ad film offers Oreo fanatics a glimpse of Dhoni and his daughter’s playful connection on-screen.

    Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “In current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, we are launching this new campaign called #OreoPlayPledge to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead.”

    MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favourite cookie. Ziva and I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”

    The new TVC, conceptualised by Publicis Group for Mondelez India, showcases MS Dhoni and Ziva Dhoni on a bright Sunday morning, baking a cake for Ziva’s mom. However, this task comes with a twist. For every Oreo cookie they place as garnish on the cake, they take a pledge to spend more time with each other. The funny and mischievous conversation and playtime between Dhoni and Ziva ends with a sweet ‘twist, lick, dunk’ moment reiterating the thought that, “The more we stay playful, the more we connect.”

  • OREO Urges Consumers To ‘Disconnect to Connect’ Through its Latest Campaign

    OREO Urges Consumers To ‘Disconnect to Connect’ Through its Latest Campaign

    MUMBAI: OREO, the world's favorite cookie brand, recently launched a new campaign that urges consumers to ‘Disconnect to Connect’, getting away from their technological devices and enjoy moments of playful connections, with family and friends.

    Commenting on the launch of the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “In order to connect with people, it's important to give them utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. OREO’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting-edge Marketing Excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to 'Empower People to Snack Right'.”

    Since the launch, OREO has always created fun-filled moments for consumers and their loved ones. The campaign brings alive Oreo’s global brand proposition titled Stay Playful that aims to spark playful connections with your family & friends. Taking a consumer-centric approach to the next level, this latest campaign aims to bring alive a simple message of disconnecting from the reel world and  spending some quality time with your family. The brand intends to create new and fun ways to engage with OREO lovers by widening its appeal to achieve the larger purpose of the company with a touch of playfulness.

    The new TVC, conceptualized by FCB Interface, showcases a daughter asking her father to join her during her playtime while he is busy checking his e-mails. Trying to catch his attention, she notoriously drops in a physical e-mail with an Oreo cookie attached inside. This provokes the father to disconnect from his laptop and enjoy the offline playful moments with his beloved daughter.

    Shedding light on the insight, Robby Mathew, Chief Creative Officer, FCB Interface said, “The innocence of the little girl sending an Oreo by email lent itself to a really cute story.”

    Adding, Joemon Thaliath, Chief Executive Officer – FCB Interface quips, “Over the years, Oreo has showcased several beautiful dad-daughter relationships. This one is the most heartfelt of them all and continues to build on the brand’s core of ‘Stay Playful’.

    Today, OREO’s tagline ‘twist, lick, dunk’ has become a ritual and has been at the heart of numerous warm family moments and this campaign will further up the brand love. Apart from this heart-warming TVC, this campaign will be supported by extensive Digital, Outdoor and on-ground activation.

    Agency Credits: 

    Agency: FCB Interface Communications 

    Creative Team: Rakesh Menon, Ashutosh Joshi, Sricharan C, Ketan Kadam, Adil Bamanbehram 

    Account Management: Ruchita Purohit, Arun Kumaresan, Bushra Faruqi, Krita Gudhka, Ajinkya Joshi

    Planning: Gulshan Singh, Sneha Raina

    Director (of the TVC): Prakash Verma 

    Executive Producer: Manjeet Bawa

    Production House: Niravan Films

    Post Production Studio: Nirvana Films