Oreo has collaborated with cricketer MS Dhoni to launch their World Cup campaign ‘Don;t jinx it’. According to the company, cricket fans do many rituals of Indians to help the team get what they want the most.
Talking about the campaign, Nitin Saini, vice president, marketing, Mondelez India, said, “Following the same thought as last year with our #BringBack2011 campaign that introduced our playful version to take India to the finals, we are yet again bringing together the nation with a nostalgic and relatable twist with the ‘Oreo Bola Mat Bol’ campaign. The campaign brings the nuances of watching cricket and supporting India during the nail-biting matches and aims to influence the loudest and most passionate cricket fans in the world to stay ‘silent’ about India’s performance during the most important tournament.”
The campaign is launched in a first-of-its-kind breaking news format to capture the attention of the audiences in a quirky yet impactful manner. The film opens with expert panelists on the set discussing India’s performance and chances of winning the World Cup 2023. To build on the excitement with cricket further, Oreo will drive contextual communication on Hotstar during the World Cup.
Along with the TVC, the brand has also created several activations for the duration of the World Cup, as well as shorties for the digital streaming platforms.
“The biggest cricketing event, the World Cup is back. And so is Oreo along with M.S. Dhoni. And this time around, we are not going to say anything at all – #OreoBolaMatBol. Because of our deep cultural belief that we don’t talk about the thing that we want the most. And we all want that one particular result out of this Cup, don’t we? We are launching a disruptive multi-platform campaign that’ll run the course of the tournament with many innovations, many firsts with the hope that the country joins us in this belief to help better our team’s chances.” Mayuresh Dubhashi, group executive creative director, Leo Burnett added.