With this campaign, Oreo plans to take the ‘Stay Playful’ narrative a notch higher, by urging people to take the #OreoPlayPledge and stay playfully connected with their loved ones.
Building on the proposition to bring families closer by encouraging playful connections, OREO, cookie brand, is fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. Thus with this campaign, the brand is putting its purpose 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.
Oreo Campaign
Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “As one of the country’s most loved brands, Oreo has always strived to spark a playful connection in our consumer’s lives. However, in current times, amidst blurring lines between personal and professional life, carving out valuable family moments has been important. So, as we enter 2021, we are launching this new campaign called #OreoPlayPledge in the month of January. Oreo’s endeavour through this campaign will be to infuse positivity. Also to inspire our consumers to create more play-connect time with their loved ones. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Because of their loving relationship & playful chemistry, we believe the duo will be Oreo’s best partners. As to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.”
Sharing his experience with Oreo
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 & 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.”
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 a garnish on the cake. They take a pledge to spend more time with each other. Also, the funny and mischievous conversation and playtime between Dhoni and Ziva end with a sweet ‘Twist, Lick, Dunk’. Reiterate the thought that ‘The more we stay playful, the more we connect’. And inspiring people to share their playful pledge on www.OreoPlayPledge.com.
Link of the TVC: https://youtu.be/7m1xN7RS-hI
Agency Details
- Creative Agency: Team PoP, The Publicis Group
- Rajdeepak Das – Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett,
- Dheeraj Sinha- Managing Director – India & Chief Strategy Officer – South Asia, Leo Burnett
- Unny Radhakrishnan- CEO, Digitas India
- Sonia Khurana- COO, Digitas India
2. Creative Team: Mayuresh Dubashi, Mark Mcdonald, Gaurav Kashalkar, Amol Mestry, Madhura Haldipur, Madhusre Das, Roshan Raphael, Arnaz Irani, Jagrut Keni, Reya Reji, Durgesh Amble, Vignesh Iyer, Sanjay Rajpurohit, Shrishti Menon, Mitalee Desai, Anuja Dikshit
- Planning team: Aniruddha Khandekar, Sakshi Arora, Ishita Shukla, Shiksha Singh
- Account management: Sujay Rachh, Gautam Roy, Sabah Iqbal, Vikram Turakhia, Poornima Kamath, Bhavna Sukhija, Kartik Deo, Tanvi Shah, Nikita Goel, Twinkle Jain
- Media Agency: Wavemaker India
- PR Agency: MSL India
