Mondelez has rolled out a TVC for Cadbury Oreo in line with the brand’s ‘Play with Oreo’ theme launched earlier this year. The ad film, conceptualised by Interface Communications, went on air on 17 August.
The ad film, which features two sisters, shows the younger one balancing a 'tower' of Oreo biscuits on her hand in their garden. The elder girl, who is reading something, notices this and is visibly impressed. When the younger kid looks to her for appreciation, she points out something to her left. Their pet dog lies next to her, where the elder girl has balanced an intricately arranged stack of Oreo biscuits. The younger sister’s jaw drops at the sight. The film comes to a close with the elder sister questioning, “How do you play with Oreo?” The sound track underlines the message with the words, "Khelo bhi, khilao bhi; khelo, khelo, khelo aur khao bhi" (Play, feed and eat.)
Chella Pandyan, associate director, biscuits (India) and kids fuel (Apac), Mondelēz International, said, “Fans across the world have always found ways to inspire play with Oreo in a number of unique ways by twisting, licking and dunking the cookie. The new ‘Play with Oreo’ TVC highlights how the spirit of play enlivens and uplifts everyday moments. It inspires consumers of all ages to enjoy OREO by tapping into their imagination and expressing their fun and playful side. Like with our previous OREO TVCs, we are certain that consumers will connect and love this campaign.”
Robby Mathew, chief creative officer, Interface Communications, said, “Sibling relationships aren’t just about love and care. There’s plenty of one-upmanship and showing off too. So in these spots we chose to celebrate this aspect of the sibling dynamic. And zero in on moments that not only were interesting but also ring true.”
Joe Thaliath, COO, Interface Communications, added, “Our endeavor is to engage our fans in rejoicing every day, playful moments. And take forward the ‘Play with Oreo’ platform. The new Oreo TVC campaign succeeds in that endeavor by showcasing endearing stories, where siblings bond as they invent exciting new ways of playing with Oreo. We are amplifying this campaign on digital with rich content as well.”
The campaign straddles outdoor, radio, digital and social media.
Client: Mondelez International
Associate director -- biscuits (India) and kids fuel (Apac) : Chella Pandyan
Creative agency: Interface Communications
Chief creative officer: Robby Mathew
COO: Joe Thaliath