Building on the proposal to bring families together by promoting playful interactions, cookie brand Oreo is further reinforcing its commitment to infusing a dose of fun in everyone’s life with its latest #OreoPlayPledge campaign. The brand is putting its purpose into action with this campaign and encouraging people to snooze away from their busy lifestyles and take a pledge to build and cherish the much-needed moments of enjoyment with their loved ones. The much-loved father-daughter duo – former team India Cricket captain, MS Dhoni, and his daughter, Ziva Dhoni, will bring this feeling alive by giving Oreo fanatics a sight of their playful on-screen connection.
Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, commented on the campaign that Oreo is one of the country’s beloved brands and it has always strived to spark playfulness and inspire moments of connection in the lives of their consumers. In the current times, however, carving out precious family connection moments has become much more significant in the midst of blurred lines between professional and personal life. So, they are launching this new initiative called #OreoPlayPledge in January as they wrap up what was a challenging year, and enter 2021 with a lot of anticipation. Through this campaign, Oreo’s effort will be to infuse positivity and encourage their consumers to build more play-connect time with their loved ones in the future. They are also taking MS Dhoni and Ziva on board for this campaign as Oreo brand ambassadors. They believe that the duo will be the best partners of Oreo to bring this campaign alive and encourage our audiences to join the Oreo playful pledges bandwagon considering their loving relationship & playful chemistry.
MS Dhoni shared his experience by saying that shooting with his daughter Ziva for the first time was a wonderful experience for him. It was a pleasure to share our fun-loving moments on screen with Oreo, our favorite cookie. He & Ziva had a fantastic time on the set for this new campaign. It inspires you to commit to taking out time to connect playfully with your family. This is a challenge he had often faced personally as a parent and it feels amazing to be linked with Oreo to spark a positive shift with the power of playfulness. The new TV Commercial, conceptualized by Publicis Group for Mondelez India, showcases MS Dhoni and Ziva Dhoni on a bright Sunday morning, baking a cake for Ziva’s mom. This task however comes with a twist! they take a pledge to spend more time with each other with every Oreo cookie they put on the cake as a garnish. Dhoni and his daughter’s mischievous and funny talk and playtime between ends with a sweet ‘Twist, Lick, Dunk’ moment reiterating the idea that ‘The more we stay playful, the more we connect’, and encouraging people to share their playful pledge on www.OreoPlayPledge.com.