Oreo adds celeb power to dunking sibling scripts

Cadbury India has appointed Bollywood actor Ranbir Kapoor and Tamil film actor Karthi as brand ambassadors for its biscuit brand Oreo. Since it's launch in India in 2011, this is the first time that the brand has roped in celebrity brand ambassadors.

To communicate the same, Cadbury India has launched a  campaign themed 'Connect Playfully', with a film each targeting the South and North markets. The TVCs created by Interface Communications will go on air on 9 December.

The film features a brother-sister duo, with Kapoor playing the brother in the Hindi version. Titled LOC, the film opens with Kapoor watching his younger sister draw a line on the floor, dividing the room into two. She bumps into a stool in her half of the room, causing a pack of Oreo to fall down and roll towards the 'border'. They grab the pack at the same time. Kapoor indicates that it's on the line, and they decide to share it. They twist the cookie, lick it and are about to dunk it when they realise that they don't have a glass of milk. They spot a bottle of milk in the girl's half of the room much to her delight. But Kapoor has the glass to pour it in. The glass is placed in the middle and the duo are shown dunking their cookie into the glass of milk and relishing their Oreos, fighting playfully till the last one. The girl has the last laugh with the last cookie, munching which she says, "Thank you, Bhaiya." The TVC ends with the super 'Only Oreo'.

Chella Pandyan, associate vice president - biscuits, India and South Asia, Mondelēz International, said, “We have had a successful journey since the launch in 2011. The consumer response to our whole mix so far has been great and we have been able to develop strong brand equity. It is our continuing endeavour to extend the appeal of Oreo and this new campaign is a key step in that direction.”

On the brand ambassadors, he said, “Ranbir and Karthi have universal appeal and personalities that perfectly fit the lighthearted personality of the brand. We believe that with both of them on board it is going be a fun ride taking Oreo’s appeal to the next level.”

Robby Mathews, NCD, Interface Communications, said, “It’s a fact of life. Siblings fight at the drop of a hat. And they make up even faster. This new film captures this life truth in a memorable manner."

The brand has planned a campaign straddling outdoor, digital, radio and on-ground activities.

Credits

Client: Cadbury India
Creative agency: Interface Communications
NCD: Robby Mathew