New Delhi: The quarantine has thrown everyone in unchartered waters, keeping families apart, bringing in the new normal of a monotonous routine. However, time and again it has been proved that the human spirit is strong and can rise above any challenge, even if it’s a pandemic.
Supporting this thought, OREO, the world’s No.1 biscuit brand, and India’s favorite aims at reiterating its playful role to help consumers pause and rejuvenate. Reinventing the strategy to help consumers steer away from the lockdown monotony, OREO introduced its latest digital campaign ‘#AtHomewithOreo’ to help consumers spark their innovative plugs and drive creativity with Oreo cookies. The brand seeks to infuse a dose of fun in their daily lives by embracing this new normal through engaging activities and challenges that have a quirky way of helping people stay connected.
Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “As concerns around the spread of COVID-19 continue to increase, we realized how the new normal was taking a toll on people’s lives amidst the pandemic gloom and the monotony of the homebound life. With Oreo, our goal has always been to bring families closer through playful moments, and the current scenario proved to be fitting to reinvent our strategy while infusing a sense of normalcy and fun with the country’s favorite cookie. #AtHomeWithOreo was yet another attempt to bring people together and support families by breaking them away from the tedium of isolation through an array of engaging activities. As the lockdown continues, we only aim to amplify our connect with the consumers through the campaign and provide them avenues to keep their innovation plug sparking at all times.”
To kickstart the campaign and reiterate the playful thought, the brand initially launched an Oreo Anthem (#AtHomeWithOreo) inspiring people to stay indoors and stay playful. Adding an extension to the campaign, recently, the 2.0 version of the Anthem (Make Way for Play) was introduced encouraging consumers to not only create moments of playfulness but also share and spread them with their loved ones.
Known to create fun-filled moments since its twist, lick, and dunk days, the brand is baking yet another unique experience with its campaign which revolves around the themes of Home Recipes, Home Games, and Home Art. Having carved a special place in the cookie-jars of Indian households, today, OREO has also become an ingredient of choice in most modern recipes, creating newer eat experiences. Through this campaign, the brand is bringing forth this trend not just by posting new Oreo Recipes but also by sharing user-made recipes uploaded by OREO lovers on social media platforms. From giving a chance to a mother-daughter duo to bake an Oreo recipe to encouraging kids to put their wild minds to play and craft a new game with the Oreo cookie, the brand wants to remind consumers that it is absolutely fine to pause and play a little, and just be happy.
Mark Mcdonald – Executive Vice President And Head Of Creative, India, Digitas, said “Despite the COVID-19 pandemic and the subsequent lockdown, it’s clear that peoples’ desire to connect, share and innovate, has not dampened. If anything, it’s on the rise.
Oreo as a brand has always stood for encouraging and facilitating playful family moments, and the At Home With Oreo campaign seeks to inspire and encourage people to adopt playfulness while staying indoors. From fun recipes with Oreo to keeping li’l hands busy with Oreo Art, and even giving adults a break from their WFH madness, we’ve ensured that the spirit is alive and well. We’ve amplified the campaign further with #MakeWayForPlay. A fun challenge that brings people into the fold by passing on the Oreo baton virtually. After all, the playful spirit is at its best when shared.”
Speaking about the campaign Rajdeepak Das, Chief Creative Officer – South Asia and Managing Director – India, Leo Burnett said “Work From Home has created a major imbalance between work and home. Although we are spending more time at home, we are actually spending less time with our kids because of all the added housework and office work. Children on the other hand feel that since parents are at home they should be spending more time with them playing. With our ‘At Home With Oreo’ campaign, we want to encourage parents to consciously take time out and have some playful moments with their kids cooking, creating, and playing inside their homes.”
As an extension to the Home Games segment, the campaign is leveraging some innovative social media trends and has introduced the ‘MakeWayforPlay’ challenge which will feature a sequence of playful activities with Oreo depicted in a relatable and memorable way, urging consumers to replicate the same and create a bandwagon effect. Consumers can upload the videos while tagging the brand page to be featured in the challenge video.
Watch the Oreo Anthem here
Watch the Oreo Anthem 2.0 here
Agency: Team PoP India – Leo Burnett India and Digitas India
Creative team: Raj Deepak Das, Mayuresh Dubhashi, Mark Mcdonald, AmolMestry, Madhura Haldipur, Prajakta Giri, ReyaReji, Rucha Rao, Sachin Pardeshi and team
Planning team: Aniruddha Khandekar, Sakshi Arora and team
Account Management: Gautam N Roy, Sabah Iqbal, Vikram Turakhia, Sherbanoo Bundeally, Upaasna Nambiar and team
Production House: Prodigious
Director (film): Pia Shah
Production House: Publicis Content
Director (film): Pooja Khemani
Producer: Meesam Raza