With its latest campaign #OreoPlayPledge, the cookie brand OREO is further fortifying its promise of infusing a dose of fun in everyone’s life, building on the proposition to bring families closer by encouraging playful connections. The brand emphasises on the need to take a pledge to create and cherish the much-needed moments of fun with their loved ones by inspiring people to snooze away from their busy lifestyles. Offering Oreo fanatics a glimpse of their playful connection on-screen, former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni the much-loved father-daughter duo bring that sentiment alive.
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 playfulness and inspire connection moments in our consumer’s lives. However, 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, as we wrap up what was a tough year, and enter 2021 with much anticipation, we are launching this new campaign called #OreoPlayPledge in the month of January. Oreo’s endeavour through this campaign will be to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Given their loving relationship & playful chemistry, we believe the duo will be Oreo’s best partners to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.”
Sharing his experience and appreciating the message of the new campaign MS Dhoni said he enjoyed being on set with his daughter for the first time and being a part of the beginning of a positive change with the playful message.
Presenting MS Dhoni and Ziva Dhoni, the new TVC which has been conceptualised by Publicis Group for Mondelez India, shows the duo baking cake for Ziva’s mom on a bright Sunday morning. But the twist in the task is that they take a pledge to spend more time with each other, every Oreo cookie they place as a garnish on the cake. Their mischievous conversation ends with a sweet ‘Twist, Lick, Dunk’ moment restating the thought ‘The more we stay playful, the more we connect’ and hence encouraging people to share their playful pledge on www.OreoPlayPledge.com.
Rajdeepak Das, Managing Director – India and Chief Creative Officer – South Asia, Leo Burnett, and Mark McDonald, Executive Vice President and Head of Creative, Digitas India, explain how the gruelling lockdown and all the anxiety makes reconnecting with our loved ones more important than ever. “Play is the universal language of connecting with one another. So, as we step into a new year, our campaign encourages everyone to take the ‘Play Pledge’ with Oreo,” Rajdeepak says. Mark adds, “We’re looking to launch and build on-going conversations with our consumers to commit to creating and enjoying moments of fun with their kids. And we’re confident that MS Dhoni and his daughter Ziva are the perfect ambassadors to bring this message alive.”
Watch the TVC here.
Agency Details
- Creative Agency: Team PoP, The Publicis Group
o Rajdeepak Das – Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett,
o Dheeraj Sinha- Managing Director – India & Chief Strategy Officer – South Asia, Leo Burnett
o Unny Radhakrishnan- CEO, Digitas India
o Sonia Khurana- COO, Digitas India
- 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
