Campaigns

‘Play With Oreo’ now engages Indian audiences

Through this campaign the brand seeks to inspire people and bring in a little more play in their lives.

Published

June 9, 2015

admin

Mondelez International has hit it right in the nail when it comes to launching its campaign that appeals to all segments of its target group. After a successful “Play with OREO campaign in Times Square, NY, a 360o nation-wide campaign along the same lines has been launched in India. The campaign urges the consumers to imagine creative representations of their daily lives incorporating the Oreo cookie.

Speaking about this innovative venture, Chella Pandyan, Associate Director, Biscuits India and Kids Fuel AP, MondelÄ“z International said, “The “Play with OREO campaign will encourage people of all ages to tap into their imagination and incorporate a little more play into their daily routines. Further, we wanted to offer consumers a variety of experiential platforms to celebrate “playfulness which is an integral part of Oreo’s brand’s philosophy.

He also added, “All of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to inspire people and bring in a little more play in their lives. Thus, associating Oreo cookies with the everyday idea of fun and entertainment.

“Play with OREO campaign has gone outdoor with graffiti at the Richmond flyover, one of the busiest junctions in Bangalore. This is in addition to the scintillating, playful hoardings that have been stemmed across the country, which display attention grabbing messages and doodles. The outdoor campaign in Bangalore will be on display till June 15, 2015.

Extending the “Play with OREO campaign, a TVC is aired and prominent presence of the same is found on the radio, digital and social media platform. An interesting option for the consumers is provided wherein they can express their creative ideas on the “Play with Oreo website. Fan-made doodles with Oreo cookie characters, unconventionally made dishes of Oreo and videos are posted on the brand’s social media pages on Facebook, Twitter, Instagram, You Tube and Pinterest with #DoodleIt activity. All of which ultimately find home in www.playwithoreo.com, a global platform for the fans.

The campaign has been executed by the OOH agency Madison with creative support from Interface Communications. The brand activation agency for the campaign is Candid Marketing. The TVC created for the campaign by the global agency FCB was customized with Indian lyrics voiced by regional singers for the Indian audience.