In 2022, pressures were high because India hadn’t won the World Cup in 11 years. While, Oreo’s global motto is to bring people together by sparking playful connections. We asked ourselves, what could we do? And just like that, we saw a playful connection!

The last time India won the World Cup was in 2011 i.e. the same year Oreo was launched in India. Oreo was launched in 2011. India won the world cup in 2011. Serendipity? We thought different! If Oreo could launch again in 2022. India could win the World Cup again in 2022.

Insight: We found that cricket fans are superstitious & would go any lengths to help India win. 1 person claimed he skips watching the first delivery in every match because then India wins. Another always wear yellow. Given that the Indian team hadn’t brought home a world cup in 11 years, fan were desperate to see a win.

Strategic Unlock: We realize that it needed little to ignite the superstitions. Could Oreo use its playful tonality to be a part of that?