Sibling squabble

Oreo, positioned as a 'catalyst of connections', has created a new slice-of-life campaign featuring actor Ranbir Kapoor. In markets like Tamil Nadu and Kerala, the same set of ads will feature Tamil star Karthik Sivakumar.

Somehow, every childish squabble between siblings magically boils down to a line that divides domestic territory and demarcates the point beyond which one sibling's property ends and the other one's begins. Oreo, the cookie brand from Mondelēz International's Cadbury India, has drawn on this very insight in its latest campaign.

In keeping with Oreo's century old 'Twist, Lick, Dunk ritual', the global brand has created a light-hearted new ad film that brings out the playful camaraderie unique to brothers and sisters.

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