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Cadbury Oreo inspires Indians to get ‘playful’

The global animated TVC, created by  FCB, is being released in English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions in India today

BestMediaInfo Bureau | Mumbai | April 15, 2015

Cadbury-Oreo Click on the image to watch the TVC.

Fans across the world have their favourite way to enjoy Oreo. Whether it is the classical styles of twist it, lick it and dunk it, or the new and exciting way to roll it, stack it, flip it or even crunch it. Now, the brand is on a mission to inspire imagination and playfulness, not only with creative fun with the cookie itself, but in consumer’s everyday lives. The ‘Play with Oreo’ campaign, starting with a new creative and playful TVC that will be seen nationally from April 15, 2015 across all key channels, will show just how easy and fun it is to be playful.

The animated TVC, created by global agency FCB, features customised Indian lyrics with English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions. The Hindi scriptwriter is Amitabh Bhattacharya, while the singer is Anusha Mani and Rupert Fernandes is the music director. The TVC encourages viewers to let their imaginative side take over for some time and simply have fun.

Till recently, Oreo’s TVCs showed the playful banter between a brother and sister as they fought for their Oreos and featured actor Ranbir Kapoor.

In addition to the TVC, ‘Play with Oreo’ will be seen on a wide array of media like outdoor, radio, and in a major way on digital and social media. Additionally, ‘playfulness’ will also get a creative twist through new-age creative art forms like doodles and graffiti art. One can also visit the ‘Play with Oreo’ website to indulge their creative side and create Oreo cookie characters.

Speaking on the brand philosophy of ‘playfulness’, Chella Pandyan, Senior Manager, Marketing, Biscuit India and Kids Fuel AP, Mondel?z International, said, “Play has always been an integral part of Oreo’s brand’s philosophy. The new campaign is an exciting expression of that philosophy and encourages our consumers to add a bit more playfulness into their lives. Our communication will showcase ‘play’ in imaginative and creative ways through its striking pop art style across media, including digital and social media with its simple message – ‘Play with Oreo’.”

Speaking about this new global proposition, Jennifer Hull, Director - Global Oreo, GCT Biscuits Brands & Communications, said, “We launched ‘Play with Oreo’ to inspire wonder among consumers across the globe through playfulness. We encouraged play not only with the cookie itself, but in people’s everyday lives, through things like music, art, and self-expression (among others).”

The TVC:


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