Oreo has rolled out a campaign featuring former Indian cricketer Mahendra Singh Dhoni and his daughter Ziva.
The campaign is titled #OreoPlayPledge and looks to inspire people to snooze away from their busy lifestyles and take a pledge to create and cherish much-needed moments of fun with their loved ones. It has been conceptualised by Team PoP (part of Publicis Groupe India).
It consists of a film featuring the father-daughter duo. They are shown baking a cake. For every Oreo cookie they place as garnish on the cake, they take a pledge to spend more time with each other.
Sudhanshu Nagpal, associate director – marketing (biscuits), Mondelez India, said, “As one of the country’s most loved brands, Oreo has always strived to spark playfulness and inspire connection moments in our consumer's lives. However, in current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, as we wrap up what was a tough year, and enter 2021 with much anticipation, we are launching this new campaign called #OreoPlayPledge in the month of January. Oreo's endeavour through this campaign will be to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Given their loving relationship and playful chemistry, we believe the duo will be Oreo's best partners to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.”
Rajdeepak Das, managing director - India and CCO - South Asia, Leo Burnett, said, "Play is the universal language of connecting with one another. So, as we step into a new year, our campaign encourages everyone to take the 'Play Pledge' with Oreo.
Mark McDonald, EVP and head of creative, Digitas India, added, "We're looking to launch and build on-going conversations with our consumers to commit to creating and enjoying moments of fun with their kids. And we're confident that MS Dhoni and his daughter Ziva are the perfect ambassadors to bring this message alive."
Creative agency: Team PoP, The Publicis Group
MD - India and CCO - South Asia: Rajdeepak Das
MD - India and CSO - South Asia: Dheeraj Sinha
CEO - Digitas India: Unny Radhakrishnan
COO - Digitas India: Sonia Khurana
Creative team: Mayuresh Dubashi, Mark Mcdonald, Gaurav Kashalkar, Amol Mestry, Madhura Haldipur, Madhusre Das, Roshan Raphael, Arnaz Irani, Jagrut Keni, Reya Reji, Durgesh Amble, Vignesh Iyer, Sanjay Rajpurohit, Shrishti Menon, Mitalee Desai, Anuja Dikshit
Planning team: Aniruddha Khandekar, Sakshi Arora, Ishita Shukla, Shiksha Singh
Account management: Sujay Rachh, Gautam Roy, Sabah Iqbal, Vikram Turakhia, Poornima Kamath, Bhavna Sukhija, Kartik Deo, Tanvi Shah, Nikita Goel, Twinkle Jain
Media agency: Wavemaker India
PR agency: MSL India