Following the announcement of launching its brand Oreo, Cadbury India, a part of Kraft Foods Group, has appointed Interface Communications for handling Oreo’s creative business. The company has also released its new TVC for Oreo.
Interface has been appointed following global alignment with Kraft Foods. No formal pitch process preceded this development. Currently, Cadbury India has Ogilvy India and Contract Advertising on its creative roster. Interface Communications now becomes a part of this roster.
Developed by Interface Communications, the Oreo TVC features the bonding shared by a father and child while eating an Oreo biscuit. The ‘Twist, Lick and Dunk’ ritual forges an emotional bond between the two as they enjoy the biscuit while sharing fun filled moments.
Speaking on the campaign, in a prepared statement, Anand Kripalu, President – South Asia & Indo-China, Kraft Foods and Managing Director – Cadbury India, said, “Oreo is more than just a biscuit. The ‘Twist, Lick and Dunk’ ritual, which is an integral part of the brand, has brought fun filled moments of bonding to countless families across the globe. In today’s world, the simple freedom of childhood is increasingly being compromised, and carefree, innocent, and slowed-down family moments are rare. Through our marketing campaign, which introduces Oreo in India, we want to give families an opportunity to spend more time together creating memorable moments through the much-loved TLD ritual.”
The launch of the TVC is supported by a full-fledged campaign, including outdoor activations in six cities – Mumbai, Chennai, Bangalore, Hyderabad, Delhi and Kolkata. The campaign will extend to on-ground shopper activation in malls, amusement parks, multiplexes and modern trade outlets to engage with families, complimented by a digital campaign activated through the Cadbury India website and Facebook page.
In addition to investing in its existing brands like Cadbury Dairy Milk, 5-Star, Perk and Bournvita, the launch of Oreo is part of the company’s long-term strategy in India to gradually expand the business operation from a pure play confectionary company to a more broader foods company that will leverage the global scale and expertise of Kraft Foods to win in India. Cadbury India, as part of the Kraft Foods Group, is investing significantly on the launch of Oreo.