By Aditya Malhotra, head of growth, Deciml
Why the campaign rocks:
With “let’s bring the World Cup home”, the 2022 campaign aimed to unite the nation once more with the same kind of frenzy that one saw in 2011 . And while Team India fell short of its target, Oreo managed to ‘bring back’ 2011 memories and keep the hope shining bright. The campaign played on the nostalgia element beautifully. Everyone in India had been waiting for the next World Cup since the days that made Mahendra Singh Dhoni the legend that he is. Cricket can bring out the superstition in the best of us — another core element they latched on to through the campaign. The ad featured Dhoni with a throwback that could unite the country with just one word — again.
The depth and planning of the campaign also stood out —right from the exclusive press conference, embossing cricket themes on cookies to even bringing back the hairstyle Dhoni sported back in 2011. The numbers and impact of the campaign speak for themselves — there were over two billion impressions on social media apart from the constant buzz of social conversation and user-generated content.
- Campaign: #BringBack2011
- Brand: Oreo
- Agency: Leo Burnett