Campaign: Connect Playfully
Brand: Oreo
Company: Cadbury India
Agency: Interface Communications
The Campaign
The latest Oreo ad introduces its new brand ambassadors ? Bollywood actor Ranbir Kapoor. The ad opens on Ranbir Kapoor and a young girl who play the role of siblings engaged in the umpteenth quarrel. The sister, draws a line on the floor dividing the room into two halves and dares her brother to step into her side. As she flounces back, she knocks into a packet of Oreo which rolls down and strategically stops midway at the dividing line. Kapoor gleefully indicates that the part of the packet lying on his side is his and picks up one Oreo. He then wistfully looks at the jar of milk standing on her table. She gives an impish smile, but Kapoor has a brainwave. He places an empty glass on the dividing line indicating truce. The ad then shows the two dipping their Oreos into the glass of milk and eating happily. Finally just one Oreo is left in the pack and as Kapoor grabs it, he sees her crestfallen face, and breaks into two. The sister grabs the bigger piece first and then the smaller one, and gobbles it up even as Kapoor starts to say ?Wait a minute?. Stunned he looks at her, but as she says “thank you bhaiya” and ruffles his hair, all is forgiven and the brother-sister duo is friends again. The ad ends with the voice-over: Only Oreo.
Our Take
When around two years back Oreo debuted in India, its ad campaign tugged at your heartstrings with the father-child bond. This time round, Oreo takes you back to your childhood days when you fought and made up with your siblings. This ad has the warmth of those growing-up years, the joy in the silly pranks you played on your unsuspecting siblings, the competitiveness and desire to be one-up and the heroism of making the ?big? sacrifice for your little brother or sister. As the background score suggests, sibling rivalry is a mix of kachchi bagawat (pretend rebellion) and pakki shararat (plain mischief) and Ranbir Kapoor and the young girl play it to the hilt. The two make a wonderful brother-sister pair, and the easy camaraderie and playfulness looks natural. The background score with its perfect lyrics makes the picture complete. In the biscuit category that has so many variants, this is an ad that you just may recall when you are shopping at your neighbourhood store.