Oreo, the cookie brand’s mission is to unify people with fun and playful moments, supporting their mission Oreo has initiated #OreoPlayPledge campaign to inspire people to keep their busy lifestyles away for a short moment and make a commitment to create and treasure the very important and much-needed fun moments with their loved ones to connect playfully with them, especially during COVID-19 pandemic.
To endorse the brand and its campaign, Oreo has chosen the captain cool of the Indian Cricket Team MS Dhoni and his daughter Ziva Singh Dhoni. It is Ziva’s brand endorsement. She has massive 1.8M followers on Instagram and 30M followers for MS Dhoni.
Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India said, “As one of the country’s most loved brands, Oreo has always strived to spark playfulness and inspire connection moments in our consumer’s lives. However, in current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, as we wrap up what was a tough year, and enter 2021 with much anticipation, we are launching this new campaign called #OreoPlayPledge in month of January. Oreo’s endeavour through this campaign will be to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Given their loving relationship & playful chemistry, we believe the duo will be Oreo’s best partners to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.”
Reflecting on his experience, MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favourite cookie. Ziva & I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”
Rajdeepak Das, Managing Director – India and Chief Creative Officer – South Asia of Digitas India said, Play is the universal language of connecting with one another. So, as we step into a new year, our campaign encourages everyone to take the ‘Play Pledge’ with Oreo.”
Mark McDonald, Executive Vice President and Head of Creative, Digitas India said, “We’re looking to launch and build on-going conversations with our consumers to commit to creating and enjoying moments of fun with their kids. And we’re confident that MS Dhoni and his daughter Ziva are the perfect ambassadors to bring this message alive.”
Written – Mohit Edupuganti