'It's playtime', says Oreo

By Ashee Sharma , afaqs!, New Delhi | In Advertising | May 29, 2015
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'Play with Oreo' campaign is inspired by the simple thought that the spirit of play enlivens and uplifts everyday moments.

Unstoppable even after setting a Guinness World Record with its 'Twist, Lick, Dunk' style, Mondelez' cookie brand, Oreo, is back, frolicking around with our tastes and childish instincts in the 'Play with Oreo' campaign.

'Let your imagination go, when you play with Oreo' is how it encourages people to engage with the brand in imaginative ways. The creative agency for Mondelez India is Interface Communications.

'Play with Oreo' TVC

'Play with Oreo' print ad

Chella Pandyan

Starting out with a TVC, the campaign, which will be executed throughout the year, is a mix of television, digital, outdoor, radio as well on-ground activation. It illustrates various ways in which one can play with the cookie, both physically and as a state of mind. In addition to the interactive web portal, 'Play with Oreo', which showcases globally inspired creativity by the popular brand, social media platforms like Twitter, Facebook, Tumblr and Google+ are being used to give consumers access to the larger narrative and expression. "The basic idea is to encourage our consumers to look beyond the monotony and tedium of our everyday lives, and have some fun and play - the campaign revolves around this philosophy," says Chella Pandyan, associate director, biscuits (India) and Kids Fuel AP, Mondelez India Foods.

"We wish to reach out to a wider audience through our digital platform. The 'Play with Oreo' website is interactive and has a wealth of content from across the world that is sure to engage our consumers. We have tailored our programs and media choices to ensure they reach its widest potential," he adds.

Though the campaign is global and based on a universal thought, for India, the TVC has been scripted, composed and sung by Amitabh Bhattacharya, Rupert Fernandes and Anusha Mani, respectively. Local talent has been roped in for regional versions in Tamil, Kannada, Malayalam and Bengali.

The brand aims to reach out to a universal audience, across age groups, with this marketing initiative, inspired by the simple thought that an element and the spirit of play enlivens and uplifts everyday moments. "If we look at the brand positioning of Oreo, be it with our iconic 'Twist, Lick, Dunk' campaigns or now 'Play with Oreo', it is really about celebrating and acknowledging the magic of simple moments. We would like Oreo to stand for the timelessness of simple joys, connection and imagination. The campaign is a celebration of that spirit," states Pandyan.

Beginning today, there will also be an interesting 'wall art activity' involving renowned graffiti artists in the cities of Mumbai (Reclamation, Bandra), Delhi (Moolchand flyover) and Bangalore (Richmond flyover). In a synchronised bout of playful madness, renowned street artists like Yantr, Harshvardhan Kadam of InkBrushMe and Ranjit Dahiya of Bollywood Art Project in Mumbai, Sharwari Tilloo, Vivek Chokalingam and Athreya Chidambi in Bangalore, will paint the town with Oreo inspired art.

"The 'playfulness' of Oreo has been explored in different ways and this time around, through a 360 degree campaign we want to bring alive this spirit across all mediums. We are taking this campaign to the next level with a unique street art graffiti across cities in Mumbai, Delhi and Bangalore and amplifying it with rich content on digital. We want to celebrate simple, playful moments through this movement by inspiring people to infuse the element of 'play' into their lives." says COO of Interface Communications, Joemon Thaliath.

 Joemon Thaliath

Oreo was first introduced in 1912, and is now present across the globe in many flavours and varieties, such as chocolate-covered, wafers, pie-crusts and soft snack cakes. Some of the markets where it is available are Argentina, Australia, Canada, China, Indonesia, Mexico, Peru, Poland, Puerto Rico, Netherlands, Romania, Russia, Spain, Taiwan, Thailand, Ukraine, United States, Venezuela and India.

Ranked third amongst 'India's Most Admired Companies' by Fortune India in 2013, Mondelez India Foods is a part of Mondelēz International, the global snacking and food company, and a spin-off from Kraft Foods Inc.

Headquartered in Mumbai, Mondelez India Foods has sales offices in New Delhi, Mumbai, Kolkata and Chennai, and six manufacturing facilities across the country. Its popular brands include Cadbury, Bournvita, CDM Silk, Cadbury Choclairs, Gems, 5Star, Perk, Bournville, Celebrations, Halls, Oreo, Tang and Toblerone.

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