Cadbury Oreo kick starts the “Play with OREO’ campaign nationally
Cities across India get lively and playful with Play with OREO Graffiti and Pop-Art
Mumbai, June 3, 2015:
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 the means of creative
fun with the iconic Oreo cookie, but also in consumers' everyday lives. Oreo is running a 360O marketing campaign
nationally, to spread this message of “playfulness” amongst its fans.
In addition to an exciting 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, Oreo has managed to do what few brands can – retain its authenticity while staying contemporary and relevant.
Speaking on the brand philosophy of “playfulness”, Pandyan, Associate Director, Biscuits India and Kids Fuel AP,
Mondelēz International said, The “Play with OREO” campaign will encourage people of all ages to tap into their
imagination and incorporate a little more play into their daily routines. Further, we wanted to offer consumers an
experiential platform to celebrate “playfulness” which is an integral part of Oreo’s brand’s philosophy. 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.
He added, “All of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to
inspire people and bring in a little more Play in their lives.”
As a part of the “Play with OREO” 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 Bangalore (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 of Oreo pop art having exciting graphics and cheerful colours
that radiate liveliness with attention-grabbing messaging. Thus, breaking from the clutter of typical outdoor
hoardings and making it a visual treat for passersby.
“Playfulness” has also got an interesting creative twist through new-age creative art forms like doodle art. One can
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. The response so far, has been
wonderful. Fans across the globe have shared their wonderful moments and creative art associated with their favorite
OREO cookie. The fan art comprise of imaginative Oreo doodle and pop art, photographs of unconventionally styled
dishes made from Oreo Cookie, creative videos and much more!
As part of the digital campaign, Oreo will also 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. All these creations will then find their home on
which is a global platform for Oreo fans to connect and share their love for the much loved cookie.
The Brand Activation agency is Candid Marketing and OOH agency is Madison. The animated TVC created by the Global
agency FCB features customized Indian lyrics and regional singers. The creative agency for Mondelez India is Interface
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate, biscuits, gum, candy, coffee and
powdered beverages. The company is comprised of the global snacking and food brands of the former Kraft Foods Inc.
following the spin-off of its North American grocery operations in Oct. 2012. Mondelēz International’s portfolio
includes several billion-dollar brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo
biscuits, Tang powdered beverages and Trident gums. Mondelēz International has annual revenue of approximately
$36 billion and operations in more than 80 countries. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Ltd. (formerly Cadbury India Ltd.) is a part of Mondelēz International and is in
the business of creating delicious moments of joy. It operates in five categories – chocolate, beverages,
biscuits and gums & candy and has been a chocolate category leader since its inception in India for over
six decades. Cadbury Dairy Milk, CDM Silk, Celebrations, Bournville, 5Star, Perk, Gems, Glow and Toblerone
are brands available in India under the chocolate category. The beverage portfolio consists of Bournvita and
Tang. Oreo is a part of its biscuit portfolio, while Gums & Candies consists of Halls and Choclairs. For more
information, please visit www.mondelezindiafoods.com.