Building on the proposition to bring families closer by encouraging playful connections, Oreo is further fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. With this campaign, the brand is putting its purpose into action and inspiring people to snooze away from their busy lifestyles and take a pledge to create and cherish the much-needed moments of fun with their loved ones. This sentiment will be brought alive by the much-loved father-daughter duo – former team India Cricket captain, MS Dhoni, and his daughter, Ziva Dhoni, offering Oreo fanatics a glimpse of their playful connection on-screen.
Commenting on the campaign, 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 endeavor 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 Dhoni and Ziva onboard 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.”
Sharing his experience, MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favorite cookie. Ziva and I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too, and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”
The new TVC, conceptualized by Publicis Group for Mondelez India, showcases MS Dhoni and Ziva Dhoni on a bright Sunday morning, baking a cake for Ziva’s mom. However, this task comes with a twist! For every Oreo cookie, they place as garnish on the cake, they take a pledge to spend more time with each other. The funny and mischievous conversation and playtime between Dhoni and Ziva ends with a sweet ‘Twist, Lick, Dunk’ moment reiterating the thought that ‘the more we stay playful, the more we connect,’ and inspiring people to share their playful pledge on www.OreoPlayPledge.com.
Rajdeepak Das, managing director – India and Chief Creative Officer – South Asia, Leo Burnett, and Mark McDonald, executive vice president and head of creative, Digitas India, explain how the grueling lockdown and all the anxiety makes reconnecting with our loved ones more important than ever. “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,” Rajdeepak says. Mark adds, “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.”