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Mondelez kickstarts the Play with Oreo campaign focussing on creative fun
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Thursday, 04 June, 2015, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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fiogf49gjkf0d Mondelez the manufacturers of Cadbury Oreo has launched its ‘Play with Oreo’ campaign in India to inspire consumers to get playful and enjoy the small moments of life. The brand is on a mission to unleash imagination and playfulness, not only by means of creative fun with iconic Oreo cookie, but also in consumers' everyday lives. Oreo is running a 360O marketing campaign nationally, to spread the message of playfulness amongst its fans.
In addition a new TVC, “Play with Oreo” will be seen on a wide array of media platforms like innovative graffiti wall art, outdoor, radio, along with a prominent presence on digital and social media. With the “Play with Oreo” campaign, the brand has managed to do what few brands can - retain its authenticity while staying contemporary and relevant.
According to Chella Pandyan, associate director, biscuits (India), and Kids Fuel, AP, Mondelez International, the campaign will encourage people of all ages to tap into their imagination and incorporate a little more play into their daily routines. “We have a wide range of initiatives in this campaign including an exciting collaboration with renowned graffiti artists for an innovative Oreo wall art project across the country expressing & celebrating the idea of play.”
As part of the campaign, interesting graffiti art installations expressing play through the unique lens of Oreo have been put up at prominent locations in the cities of Mumbai (at Bandra Reclamation), Delhi at Moolchand Flyover and Bengaluru at Richmond Flyover. Renowned graffiti artists like Yantr, Harshvardhan Kadam and Ranjit Dahiya have used the city street walls as their canvas and created their own versions of Oreo art.
The outdoor hoardings across the country comprise Oreo pop art having exciting graphics and cheerful colours that radiate liveliness with attention-grabbing messaging. As part of the digital campaign, the brand will run a series of web-films on YouTube, and Facebook dedicated to the Play with Oreo theme.
The graffiti idea will extend to social media with the DoodleIt activity where fans can create interesting and creative doodle art around the Oreo Cookie and post their works of art on the brand’s social media pages on Facebook, Twitter, Pinterest, YouTube and Instagram.
The brand activation agency is Candid Marketing and OOH agency is Madison. The animated TVC created by the global agency FCB features customised Indian lyrics and regional singers. The creative agency for Mondelez India is Interface Communications.
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