The endearing campaign, conceptualised by Interface Communication, shows Ranbir Kapoor in a sibling rivalry with his sister
Sohini Sen | Mumbai | December 6, 2013
Cadbury India has always played up relationships and the little joys of life while making their campaigns. Bringing their popular product Oreo to this fold, Cadbury has launched a campaign featuring actor Ranbir Kapoor in an endearing brother-sister relationship.
The new Oreo campaign, conceptualised by Interface Communications, highlights the bond between siblings in the new campaign ‘Connect Playfully’.
Chella Pandyan, Associate Vice-President – Biscuits, India & South Asia, Mondelez International, said, “We have had a successful journey since Oreo’s launch in 2011. The consumer response to our whole mix so far has been great and we have been able to develop a strong brand equity. It is our continuing endeavour to extend the appeal of Oreo and this new campaign is a key step in that direction. Ranbir has an universal appeal and personality that perfectly fits the lighthearted personality of the brand. We believe that with both of them on board it is going be a fun ride taking Oreo’s appeal to the next level.”
The first campaign captures beautifully the bond and playful camaraderie between a brother and a sister. The innocent mischief between the two is showcased through slice-of-life moments with a hint of competitiveness, childish rivalry and genuine love between the siblings.
Robby Mathews, National Creative Director, Interface Communications, said, “It’s a fact of life. Siblings fight at the drop of a hat. And they make up even faster! This film captures this life truth in a memorable manner.”
The 50-second TVC starts with Ranbir and a girl sitting on the floor of a room. The girl, revealed as his sister, draws a line with chalk dividing the room into two halves so that each sibling can have his or her territory. Suddenly, a packet of Oreos rolls down the floor and lands almost centre of the line. The siblings have no choice but to share the pack now. They realise that while the milk bottle is on the sister’s side, the glass is in the brother’s corner. Thus, they share till the last Oreo cookie which the sister eats up. The TVC ends with a loving teasing exchange between the siblings.
The TVC goes on air on December 9, 2013 and will be followed by a 360-degree campaign with outdoor, digital, radio and on-ground activities. The film will be accompanied by two short films showcasing more moments of fun between the two siblings.
Ranbir Kapoor said, “I am excited to be part of the Oreo family. I have been an Oreo fan since I was a kid and have a lot of memories of playful mischievous moments with my sister over Oreo. I had fun shooting the new campaign and I’m sure people are going to love it.”
Agency: Interface Communications
National Creative Director: Robby Mathew
Creative Director: Shivil Gupta
Creative Group Head: Rakesh Menon
Account Management: Joe Thaliath, Ruchita Purohit, Miskil Dharmadhikari, Pooja Pillai
Films head: Alpa Jobalia
Films executive: Ashish Barot
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Praful Sharma