Oreo was launched in India in 2011. Our competitors were decades old and whose identifiers, rituals & memories were seeped into the Indian cultural context, occasions & memories. Oreo was a foreigner with no real place in Indian culture.

OBJECTIVE:
• Find a place for Oreo in Indian popular culture, to increase brand affinity and therefore regular usage and sales. And delving into cricket was the fastest way to gain cultural currency.

• Since its launch, Oreo India had singularly focused on catering to parent-child connections. We wanted to expand beyond our “childish brand” perception and bring teens and young adults into the brand’s fold.

IDEA
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.

BIG IDEA

#BRINGBACK2011: RALLYING 1Bn INDIANS TO BELIEVE THAT IF THEY PARNTER WITH OREO TO BRING BACK 2011, THEN INDIA CAN WIN THE WORLD CUP, AGAIN.