Mumbai: Mondelez India has expanded its Oreo portfolio with the launch of Oreo Golden, introducing a vanilla-flavoured version of the sandwich biscuit in India. The new variant features golden vanilla biscuits paired with a smooth vanilla crème filling, offering consumers a fresh take on Oreo’s signature twist, lick and dunk experience.
As part of the launch, the company has unveiled a new campaign film set in a nostalgic carnival backdrop. The film follows the story of a father and daughter whose simple outing takes an unexpected turn, ultimately leading to a joyful discovery of Oreo Golden. The campaign aims to highlight the delight found in spontaneous and everyday moments.
“Vanilla is one of the most universally loved flavours in India. With Golden Oreo, we are bringing this much-loved flavour in a very exciting new avatar. This launch also allows us to bring a lighter, more playful Oreo twist to everyday snacking,” said Nitin Saini, Vice President Marketing, Mondelez India.
The campaign has been rolled out across television and digital platforms, with support from creators and out-of-home activations spanning over 450 sites across more than 25 cities.
“Vanilla is one of the most universally loved flavours. For this campaign, the challenge was to present the timeless charm of vanilla reimagined in the playful, endearing world of Oreo. The film uses the warmth and nostalgia of a carnival setting to bring alive the idea of an ordinary moment unexpectedly turning magical, much like Oreo Golden itself,” adds Vikram Pandey, CCO, Leo – South Asia.
Sharing details of the media strategy, Shekhar Banerjee, President, Client Solutions, Wavemaker South Asia, said, “Our strategy focused on building scale and salience through a converged approach across television, digital, creators, and high-impact outdoor with contextual storytelling. We embedded Oreo Golden naturally into everyday snacking moments and consumer conversations.”
