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Mondelez India relaunches OREO in India again

Taking advantage of this, OREO, one of India’s favourite brands, brings its new campaign #BringBack2011, to once again spark millions of playful moments among cricket-loving Indians.

So to recreate 2011, Oreo is launching itself again and helping India become the Cup champions again! Continuing to encourage playful family time, the brand has introduced 15 cricket-themed embossed cookies along with an attractive limited-edition packaging for consumers to help billions of fans cheer along during the matches.

Over the last decade, the cookie has built consumer love with the strong brand purpose of “staying playful” – inspiring parents to spend quality time with their kids. # Bringback2011 is a similar playful idea, combining OREO, Cricket, and MS Dhoni in an unexpected way.

The activation starts with an interesting turn of events with Dhoni’s surprise press conference that left viewers and media surprised. The video begins with MS Dhoni walking onto the podium dressed in an OREO jersey with his signature 2011 hairdo and introducing OREO in India for the “first” time.

Anil Viswanathan, vice president-marketing, Mondelez India said, “Over the years, OREO, Dhoni and cricket have successfully created playful moments bringing people together. # BringBack2011, which begins with the same insight, is a playful take on the cultural nuance of cricket-related stereotypes in India.

OREO, being the super-fan of the team, decided to create momentum and encourage billions of Indians to join and do all they could to help India bring back the cup. So, we decided to launch OREO all over again with MS Dhoni in his much-loved 2011 avatar. We are confident that this campaign will once again bring together OREO and cricket lovers alike for shared moments of play.

MS Dhoni adds, “The 2011 win was a proud moment for the entire country and, coincidentally, the year OREO made its entry into India. The association with OREO has been a legendary one. With the 2022 Cup just around the corner, I’m extremely excited to collaborate with the brand yet again to bring the playful moments of cricket and the Cup back!

If OREO can encourage everyone to stick to their beliefs from 2011, maybe we can recreate our time from then and bring back the Cup this year. Making Oreo the most ardent cricket fan! The campaign, which starts with Dhoni’s press conference, is a playful and impactful idea, bringing the signature OREO light-hearted fun to one of the biggest events of the year.

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