Cadbury India has announced the launch of its new offering in the biscuits segment ‘Oreo Orange Crème’ with a TVC. The TVC, which released on 15 May, has been conceptualised by Interface Communications. It features Oreo’s brand ambassador Ranbir Kapoor and works on the theme of fun relationships as it has done in previous Oreo ads.
The film begins with a young girl seated at a table talking to her ‘chachu’ (paternal uncle), played by actor Ranbir Kapoor, over video chat. She asks him that he was supposed to reach that morning to which Kapoor replies that he missed his flight. Seeing that his niece is upset, Kapoor brings out a pack of the new Oreo Orange Crème offering it to her while still on video chat. She doesn’t find the gimmick funny but Kapoor goes ahead and vividly describes the biscuit while eating it as ‘orange se bhi orangey’ (More ‘orangey’ than an orange). He offers her a biscuit again but she angrily clarifies that she doesn’t wish to speak to him. Kapoor gets up and moves out of the frame of the live video feed, which saddens his niece even more as she thinks he has left the chat. Just then somebody slides across a pack of Oreo Orange Crème to the little girl. She looks up to see that it is Kapoor himself as he winks at her and says he wasn’t quite enjoying eating alone. They both hug and proceed to enjoy the biscuits with milk. The film ends with a super reading ‘So Orangey. So Chocolatey.’
Anuradha Aggarwal, director - biscuits, Mondelez India Foods, commented, “While the objective of the TVC was to focus on the launch of the new Oreo Orange, it was also to further cement the fact that Oreo is a family brand and a catalyst for bonding and creating moments of togetherness that are cherished by all. Oreo is more than just a ‘cream’ biscuit. It stands out above all other biscuits with its unique taste and the fun childlike element of innocence that it brings out in everyone. The new TVC focuses on a new, fresh take on one such relationship between an uncle and his niece, which adds to the whole new feel of the variant as well.”
Joe Thaliath, COO, Interface communications, added, “Oreo is a premium brand. Orange being a universal flavour was a natural choice when Oreo decided to bring its second fruit flavour offering into the market. By launching Oreo Orange Crème we intend to premiumize orange flavour. And Ranbir Kapoor as the brand ambassador will dial up the fun quotient too.”
The ad film will be accompanied by a 360-degree media campaign across all mediums.
Client: Mondelez India Foods Ltd.
Agency: Interface Communications
Creative: Robby Mathew, Rakesh Menon, Maithili Mullick
Account management: Joemon Thaliath, Ruchita Purohit, Miskil Dharmadhikari, Pooja Pillai
Planning: Arthi Basak
Films: Alpa Jobalia, Ashish Barot
Production house: Chrome Pictures
Director: Amit Sharma