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Apr, 16 2015

Cadbury OREO Inspires Indians to Get \'Playful\'

In India, the TVC will have English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions. The Hindi scriptwriter is Amitabh Bhattacharya, singer is Anusha Mani and the music director is Rupert Fernandes.

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.

Now, the brand is on a mission to inspire imagination and playfulness, not only with creative fun with the cookie itself, but in consumers' everyday lives.

The "Play with OREO" campaign, starting with a new creative and playful TVC that will be seen nationally from April 15th across all key channels, will show just how easy and fun it is to be playful.

“Play has always been an integral part of Oreo's brand's philosophy. The new campaign is an exciting expression of that philosophy and encourages our consumers to add a bit more playfulness into their lives. Our communication will showcase 'Play' in imaginative and creative ways through its striking pop art style across media, including digital and social media with its simple message - Play with Oreo, said Chella Pandyan, Senior Manager, Marketing, Biscuit India and Kids Fuel AP, Mondelez. The "Play with OREO" campaign is a rallying cry to inspire people to bring a little more play into their everyday lives.

The first part of the campaign will be an exciting expression of creativity led by the iconic cookie itself and this will be followed by a broader creative range coming into play. To inspire this element of "playfulness" amongst its fans, Oreo will be running a 360O marketing campaign.

In addition to an exciting new TVC, "Play with Oreo" will be seen on a wide array of media like outdoor, radio, and in a major way on digital and social media.

Additionally, "playfulness" will also get a creative twist through new-age creative art forms like doodles and graffiti art. One can also visit the "Play with OREO" website to indulge their creative side and create OREO cookie characters or just have a good laugh at the creativity inspired globally by the popular, much loved brand.

Speaking about this new global proposition, Jennifer Hull, Director Global Oreo, GCT Biscuits Brands and Communications shared, "We launched "Play with OREO" to inspire wonder among consumers across the globe through playfulness. We encouraged play not only with the cookie itself, but in people's everyday lives, through things like music, art, and self-expression (among others)."

In India, the TVC will have English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions. The Hindi scriptwriter is Amitabh Bhattacharya, singer is Anusha Mani and the music director is Rupert Fernandes.

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