Mondelez India has launched Oreo Golden in India, introducing a vanilla-flavoured variation of its Oreo sandwich biscuit range. The new product combines golden vanilla biscuits with vanilla cream filling, extending the brand’s portfolio while retaining Oreo’s established ‘twist, lick and dunk’ consumption ritual.
The launch is supported by an integrated marketing campaign built around themes of spontaneity, nostalgia and everyday joy. Developed as a film-led campaign, the communication positions Oreo Golden as a playful addition to casual snacking moments while introducing consumers to the product’s vanilla flavour profile.
Set in a carnival environment, the campaign film follows a father and daughter whose outing takes an unexpected turn after their plans do not go as intended. The storyline uses the backdrop of a nostalgic fairground to portray how unplanned moments can evolve into positive experiences, culminating in the discovery of Oreo Golden.
The campaign uses visual elements associated with childhood memories, surprise and light-hearted family interactions to reinforce the product’s positioning. Through the carnival setting, the brand aims to create an emotional connection while highlighting the playful nature of the new variant.
Nitin Saini, vice president marketing, Mondelez India, said, “Vanilla is one of the most universally loved flavours in India. With Golden Oreo, we are bringing this much-loved flavour in a very exciting new avatar. This launch also allows us to bring a lighter, more playful Oreo twist to everyday snacking.”
The campaign was developed by Leo South Asia, with the creative strategy focused on reinterpreting vanilla through Oreo’s established brand identity. The communication aims to balance familiarity with novelty by combining a widely recognised flavour with Oreo’s playful storytelling style.
Vikram Pandey, cco, Leo - South Asia, said, “Vanilla is one of the most universally loved flavours. For this campaign, the challenge was to present the timeless charm of vanilla reimagined in the playful, endearing world of Oreo. The film uses the warmth and nostalgia of a carnival setting to bring alive the idea of an ordinary moment unexpectedly turning magical, much like Oreo Golden itself.”
The campaign has been rolled out across television and digital platforms, supported by creator-led content and out-of-home advertising. Mondelez India said the outdoor activation spans more than 450 locations across over 25 cities, forming part of a broader visibility strategy designed to increase reach and consumer awareness.
Media planning and execution for the campaign has been handled by Wavemaker South Asia. The media strategy combines television, digital, creator partnerships and outdoor advertising to integrate the product into everyday snacking conversations and consumption occasions.
Shekhar Banerjee, president, client solutions, Wavemaker South Asia, said, “Our strategy focused on building scale and salience through a converged approach across television, digital, creators, and high-impact outdoor with contextual storytelling. We embedded Oreo Golden naturally into everyday snacking moments and consumer conversations.”
The product is available through neighbourhood retail outlets, supermarket chains and quick-commerce platforms. Oreo Golden has been introduced across multiple price points, including INR 10 for a small pack, INR 30 for a mid-sized pack and INR 87 for a multipack format intended for family consumption.
Through the launch, Mondelez India continues to expand Oreo’s product portfolio by introducing familiar flavour profiles tailored to local consumer preferences while using emotionally driven storytelling and integrated media strategies to support product visibility and engagement.