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SUB CATEGORY :
GUERRILLA MARKETING & STUNTS
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COMPANY ENTERING :
MONDELEZ INTERNATIONAL FOODS PVT LTD, MUMBAI
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TITLE :
#BRINGBACK2011
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BRAND :
OREO INDIA
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ADVERTISER :
MONDELEZ INTERNATIONAL, INC.
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AGENCY :
LEO BURNETT INDIA, MUMBAI
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EXECUTIVE VICE & ASSOCIATE PRESIDENT :
ABHIMANYU KHEDEKAR/SHAILEE MEHTA
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EXECUTIVE VICE PRESIDENT STRATEGY :
MITTU TORKA
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CHIEF EXECUTIVE OFFICER &
CHIEF CREATIVE OFFICER SOUTH ASIA :
RAJDEEPAK DAS
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CHIEF EXECUTIVE OFFICER LEO BURNETT SOUTH ASIA &
CHAIRPERSON BBH INDIA :
DHEERAJ SINHA
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NATIONAL CREATIVE & EXECUTION DIRECTOR :
VIKRAM PANDEY/SACHIN KAMBLE/MAYURESH DUBHASHI
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CREATIVE DIRECTOR :
VIGNESH IYER/DURGESH PRAGATI SATISH AMBLE
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ART DIRECTOR :
MALHAR VAIDYA/ESHA DORNALA/BHAVESH PATIL/
ASMITA KARANDIKAR/KARAN BORIYA
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COPYWRITER :
SAVANNAH PATEL/AAKANKSHA JOSHI
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ANIMATION SPECIAL EFFECTS :
YATISH BANGERA/JAY NITURE
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BRAND DIRECTOR :
TANVI SHAH
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ACCOUNT EXECUTIVE :
RUBESH MUTSUDDI
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PLANNING DIRECTOR :
MAITRAYEE CHANDORKAR/VRUDHI DOSHI/RENAN GEORGE
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OTHER CREATIVE :
SUNAINIKA SINGH (MONDELEZ INTERNATIONAL, INC.)/
ADEEBA ANSARI (MONDELEZ INTERNATIONAL, INC.)/
SYED RIZVI (MONDELEZ INTERNATIONAL, INC.)/
JOYWIN FERNANDES (MONDELEZ INTERNATIONAL, INC.)
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MEDIA AGENCY :
WAVEMAKER INDIA, MUMBAI
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DIRECTOR :
MONIKA SOLANKI/PRIYANKA NAIR/CHINTAN THAKKER
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GENERAL MANAGER - CLIENT LEADERSHIP :
NAINA SHEWAKRAMANI/HARSH DESIREDDY
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CLIENT PARTNER :
RACHANA MHETRE
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CLIENT MANAGER :
ZAIN AHMED/ASTHA GUPTA
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GROUP HEAD :
MAYANK BHARDWAJ
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FILM PRODUCTION COMPANY :
RANSOM FILMS, MUMBAI/AAHMI NOMADIC, MUMBAI
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DIRECTOR :
SHIMIT AMIN/RAUNAK KANADE
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PRINT PRODUCTION COMPANY :
THE TIMES GROUP, MUMBAI
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ASSISTANCE VICE PRESIDENT :
RASHMI KAUL
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ASSISTANCE VICE PRESIDENT LEAD CREATIVE STRATEGIST :
MITHUN ROY
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CHIEF MANAGER :
POOJA VASWANI
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SENIOR EDITOR :
ASHUTOSH SINHA
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CAMPAIGN SUMMARY :
This is a story about how we made 1Bn+ Indians believe that Oreo could make India win the ICC Cricket World Cup – yes, a playful cookie.
In 2022, pressure was high because India hadn’t won the World Cup in 11 years. Indian cricket fans are superstitious and desperate to see a win. And they would go lengths to make it happen. Oreo’s global motto is to bring people together by sparking playful connections. We asked ourselves, what could we do? And just like that, we saw a playful connection!
The last time India won the World Cup was on April 2, 2011. In 2011, something else happened - Oreo launched in India. Oreo launched in March. India won in April. Serendipity? We thought different! If Oreo could launch again in 2022; could India win the World Cup again in 2022? We believed, yes!
And who better to champion this thought than the 2011 World Cup winning captain, M.S Dhoni? Dhoni relaunched Oreo in 2022 and with that launched our idea #BringBack2011 via a live press conference. Soon, a superstitious cricket-loving India was ignited. 6Mn cricket fans watched Dhoni’s press conference in less than 24 hours and believed that perhaps a cookie could help India win the prestigious World Cup.
And so India brought back 2011. Again and Again. An iconic Bollywood movie was released, again. A key cricket influencer launched his book, again. A famous beer franchise launched a 2011 brew, again. 2011 jerseys, tattoos, hairstyles – again and again. Even 15 cricketers joined us to create 2011, again.
We saw nearly 3Bn impressions and $3Mn Earned PR value. But most of all, we gave Indians the belief that by joining hands with Oreo, India could in fact win, again.
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THE BRIEF :
Oreo was introduced in 2011. Our competitors were decades old & whose identifiers, rituals & memories were seeped into the Indian cultural context, occasions & memories. Oreo was a premium biscuit with no real place in Indian culture.
OBJECTIVE: Find a place for Oreo in Indian popular culture, to increase brand affinity and therefore regular usage and sales.
Since launch, Oreo India had singularly focused on parent-child moments. We wanted to expand beyond our “childish brand” perception
OBJECTIVE: To make the brand ubiquitous in appeal.
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THE STRATEGY :
TG: Cricket is a religion in India–our Super Bowl. 90% of cricket’s 1Bn+ global fans are Indians. Hence, we expanded our TG from families with kids to everyone who watches Cricket.
Context: The ICC Cricket World Cup were held in Oct 2022. Pressure was high because India hadn’t won the World Cup in 11 years. Fan were desperate to win.
Insight: Cricket fans are superstitious & would go lengths to help India win. 1 person claimed he skips watching the first delivery in every match because then India wins. Another always wears yellow. Given that the Indian team hadn’t brought home a world cup in 11 years, it needed little to ignite the superstitions.
Brand Truth: Oreo’s global motto, is to bring people together by sparking playful connections.
Strategic Unlock: The last time India won the World Cup was in April 2011. In 2011, something else happened-Oreo launched in India. Oreo launched in March. India won in April. Serendipity? We thought different! If Oreo could launch again in 2022; India could win the World Cup again in 2022.
BIG IDEA: #BRINGBACK2011
RALLYING 1Bn INDIANS TO BELIEVE THAT IF THEY BRING BACK 2011 THEN INDIA CAN WIN THE WORLD CUP
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THE EXECUTION :
STEP 1: BACKING THE BELIEF WITH A CREDIBLE SPOKESPERSON
We needed a spokesperson to champion our belief & lend credibility for millions of cricket fans. Step in: Captain of the Indian cricket team from the 2011 World Cup, M.S. Dhoni.
STEP 2: BUILDING INTRIGUE BY LEVERAGING ON CONVERSATION IN CULTURE
The Cricket World Cup is our Super Bowl & so ad space was bound to be cluttered with sponsorships & TVCs. We had to be different to be heard.
A LIVE PRESS CONFERENCE: Any move by MS Dhoni, be it on social media or on the field is closely followed and awaited by billion Indian fans. We leveraged this by announcing a live press conference with MS Dhoni, without any mention of Oreo. Millions believed & waited with bated breath. Then, we dropped our campaign via YouTube Premiere that cricket fans across India watched live.
STEP 3: RALLYING INDIA BEHIND THE BELIEF
To keep the momentum going, we followed up with other #BringBack2011 assets - shorter videos & influencers. Dhoni dropped a video of him bringing back his iconic hair cut from 2011. We rallied behind, encouraged & engaged with all cricket fans on social media to join us.
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THE RESULT :
OREO MADE ITS WAY FROM A BISCUIT TO A POP CULTURE ICON
With haircuts, tattoos, jerseys & more, India responded!
KEY HIGHLIGHTS:
An iconic Bollywood movie was rereleased
A key influencer in the cricketing fraternity relaunched his book
A famous beer franchise reserved a 2011 brew.
One of India’s oldest (179 years) & largest newspaper (13Mn circulation), Times of India, reprinted its 2011 front page cover.
15 ex & current cricketers from the national Indian cricket team joined in and brought back 2011
CAMPAIGN RESULTS
$3Mn Earned PR value
Dhoni’s Press Conference garnered >6Mn View in less than 24hour
Nearly 3Bn impressions overall
And we did good business too!
BRAND RESULTS
Metrics on ‘Buy Regular’ grew by 8 PPTs, highest ever for Oreo India
BUSINESS RESULTS
HHP penetration grew by a record 12 PPTs. Highest ever for Oreo India
Sales Value grew by 22%, 12% more than the set target for that quarter