The new TVC, conceptualised by Interface Communication, will be accompanied by a 360 degree campaign
Sarmistha Neogy | Mumbai | May 20, 2014
Cadbury India, a part of Monedelez India Foods Ltd, has recently launched its second television campaign with Ranbir Kapoor to promote its all new Oreo Orange Creme. The campaign conceptualised by Interface Communication has brilliantly executed the endearing relationship between an uncle and his little niece. The previous Oreo campaign, released last year, had highlighted the sibling fights and the love over a packet of an Oreo biscuit.
The new campaign opens with a little niece on a video chat with her uncle, played by Ranbir. She rebukes him why he hasnât come to meet her when he was supposed to be here in the morning. He teases the little girl by saying that he has missed his flight, and starts opening a packet of Oreo biscuits in front of her. As Ranbir goes to on to slowly unravel the taste of this new biscuit, the kid gets angry and she decides not to talk to him. In the end, Ranbir surprises the little child as he comes and sits in front of her and gives her the new Oreo and says it wasnât fun having it alone. The TVC ends with a voice-over saying-âThe new Oreo Orange Creme-So Orangey...So Chocolateyâ. The new TVC stays true to the brandâs proposition of family togetherness.
Joe Thaliath, COO, Interface communications, said, âThe uncles share a beautiful bond with their nephews and nieces and we wanted to highlight this bond as the main theme for the new Oreo Orange Creme campaign. Oreo is a premium brand; it is not like the usual cream biscuits. Orange being a universal flavor was a natural choice when Oreo decided to bring its second fruit flavour offering into the market. Having Ranbir Kapoor as the âchachuâ or the uncle will increase the fun quotient of the campaign.â
Speaking on the campaign, Anuradha Aggarwal, Director, Biscuits, Mondelez India Foods Ltd. added, âWhile the objective of the TVC was to focus on the launch of the new Oreo Orange, it was also to further cement the fact that Oreo is a family brand and a catalyst for bonding and creating moments of togetherness that are cherished by all. Oreo is more than just a âcreamâ biscuit. It stands out above all other biscuits with its unique taste and the fun childlike element of innocence that it brings out in everyone. The new TVC focuses on a new, fresh take on one such relationship between an Uncle and his Niece which adds to the whole new feel of the variant as well.â
The new TVC will be accompanied by a 360 degree campaign that celebrates the new Oreo on all mediums.
Client: Cadbury India
Agency: Interface communications
Creative: Robby Mathew, RakeshMenon, Maithili Mullick
Account management: Joemon Thaliath, Ruchita Purohit, Miskil Dharmadhikari, Pooja Pillai
Films: Alpa Jobalia, Ashish Barot
Production House: Chrome pictures
Director: Amit Sharma