Oreo India asks people to disconnect digitally to stay playful

By Charlotte McEleny | Asia Editor

FCB

|

Creative Works article

February 27, 2020 | 3 min read

Oreo India has launched a new campaign that aims to get people logging off devices, set around the story of a father and daughter.

The set of TV ads expands on a global mission by the confectionary brand around the idea of ‘stay playful’. In India, the message of stay playful has been built around the insight that people are becoming distracted by the use of their phones.

In the first video, titled ‘Email’, the father dismisses his daughter as he wants to get work finished. The daughter, growing frustrated by the dismissal, creates a physical email that encloses an Oreo cookie, and drops it onto her father’s computer.

Sudhanshu Nagpal, associate director, marketing (biscuits) at Mondelez India, said the idea is to show people that fun can be had by turning back into the real world.

“In order to connect with people, it's important to give them the utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. Oreo’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting edge marketing excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to 'Empower People to Snack Right',” said Nagpal.

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The campaign, created by FCB Interface, will also be promoted through digital, outdoor and on-ground promotions.

Joemon Thaliath, chief executive officer at FCB Interface, said: “Over the years, Oreo has showcased several beautiful dad-daughter relationships. This one is the most heartfelt of them all and continues to build on the brand’s core of ‘Stay Playful’.”

Oreo: Disconnect to Connect by FCB

By Oreo

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Foote, Cone & Belding, a.k.a. FCB, is one of the largest global advertising agency networks. It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb.

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