New Oreo TVC features father-daughter bonding

Cadbury India, as part of Kraft Foods, has launched a second TVC for its biscuit brand Oreo.

The TVC, created by Interface Communications, shows a little girl pretending to be her mother, when her father comes looking for her. She asks him about a meeting he had, and offers him an Oreo biscuit as refreshment. The father plays along. The little girl then takes him through the "twist-lick-dunk" ritual of eating an Oreo. As the father goes to dunk his biscuit in milk, she tells him he's doing it wrong. The little girl takes the biscuit from him, dunks it in milk, offers it to him, and as he opens his mouth, eats it instead. The film ends with the father chasing her around playfully. The tagline is "Only Oreo".

Commenting on the campaign, Chandramouli Venkatesan, director – snacking, India and strategy- South Asia Indo China, Kraft Foods, said, “With Oreo, our constant endeavor is to promote family togetherness. Our first TVC campaign captured the important father-son relationship and received a very positive response from consumers. In our second TVC campaign, we have used a very powerful insight from a father-daughter’s relationship and used it to communicate the brand message. We believe that there will be an instant connect with the real life situation played out in the TVC and the consumers are going to love the new campaign.”

Robby Mathew, national creative director, Interface Communications, who developed the TVC campaign, added, “The TVC campaign is built around the fondness that little girls have for playing their mother’s role, the liberties they take with their dad and the dad’s ‘compulsive need’ to indulge and pamper his little princess. It explores the dynamics of a father and daughter relationship.”

Credits:

Client: Cadbury India
Agency: Interface Communications
Production House: Footcandles Film
Media Agency:  Madison Media