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Oreo launches #OreoPlayPledge to embrace loving relationship in families

Shreoshree Chakrabarty March 25, 2021
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To inspire affectionate connection with loved ones, OREO through its latest campaign  #OreoPlayPledge has inspired millions of families to embrace playful connections by taking a pledge to create and cherish the much-needed moments of fun.

The campaign was launched in January 2021. In just a few months the campaign has inspired thousands of families to move a step and make the change. Over 2 Million+ pledges are recorded on the #OreoPlayPledge microsite as well as across the social media platforms of the brand.

OREO, the world’s #1 and one of India’s favourite cookie brand, has partnered with Save The Children India, to provide 30,000 learning kits to the under-privileged. The learning kits are designed to enable the education and wholesome development of children, across 100+ government schools and about 70 ICDS centres.

Commenting on the campaign’s success, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “As one of the country’s much-loved brands, OREO has always strived to spark playfulness and inspire stronger connections. OREO’s purpose through this campaign was also to urge people to finally take action and make them understand that ‘the more you stay playful, the more you connect’, and it’s thrilling to see that it struck the right chord with the consumers – 2 Mn+ pledges and counting, is a testimony of this. The most heartening part of this campaign is not just that we nudged our consumers to take the Oreo Play Pledge, but also that we could enable play in 30,000 underprivileged children’s lives, by providing playful learning kits to them – thus creating small but meaningful positive impact.”

OREO onboarded the father-daughter duo – former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni during the launch of the campaign. Their loving relationship and playful chemistry of the duo turned out to be the best partners to inspire the audiences to join the #OreoPlayPledge campaign which recorded 10 Mn views within just 2 days, on Youtube alone.

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