Oreo is a well-established global brand with a legacy of over 100 years. In a highly competitive biscuits market, Oreo's objective was to reinstate the brand's promise to strengthen its play by inspiring playful moments and bring people together. This translating into business task of driving sales uplift of 6% vs. previous quarter and boosting penetration by 0.5pp.
One of the largest events where families in India come together, apart from festivals is Cricket specifically IPL or World cup. Cricket is a popular passion point among Oreo's target audience, families with children, as they tend to watch the sport together.
Our campaign began with a post from Dhoni's handle, about going Live on YT, without any brand mention. This created curiosity among consumers and news publications with numerous speculations.
On YT Live, Dhoni announced the relaunch of Oreo, revealing a connection between Oreo & World Cup. In 2011,Oreo launched in India, same year India won the World Cup. Thus, Oreo encouraged its users to share their 2011 routine.
Cricketers who played 2011 tournament, recreated their old pre-match routines, getting the same haircuts, watching the same films and listening to the same music they did over 10 years ago.
We collaborated with Times of India to recreate their 2011 front page celebrating the win, restaurants relaunched their 2011 menus, a fan even replicated his 2011 tattoo! all in the name of supporting Team India.



With many brands from around the world partnering with teams and players, the task was to make Oreo stand out without incurring high sponsorship costs.