Popular cookie brand, OREO, launched its campaign #OreoPlayPledge in January, to encourage families to embrace playful connections and take a pledge to create and cherish the much-needed moments of fun with their loved ones. Since then thousands of families have taken this step, resulting in more than 2 million pledges being recorded on the #OreoPlayPledge microsite as well as across the brand’s social media platforms.
As part of this campaign, OREO also partnered with ‘Save The Children India’ association to provide 30,000 learning kits to the under-privileged. These kits are designed to enable education and wholesome development of children, across 100-oddgovernment schools and about 70 ICDS centres.
Commenting about the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “OREO’s purpose through this campaign was also to make people understand that ‘the more you stay playful, the more you connect’. It’s thrilling to see that it struck the right chord with the consumers – 2 Mn+ pledges and counting, is a testimony of this. The most heartening part of this campaign is not just that we nudged our consumers to take the Oreo Play Pledge, but also that we could enable play in 30,000 underprivileged children’s lives, by providing playful learning kits to them – thus creating small but meaningful positive impact.”
During the launch of the campaign, OREO on boarded the father-daughter duo – former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni. Given their loving relationship and playful chemistry, they turned out to be the best partners to inspire the audiences to join the bandwagon of #OreoPlayPledge, so much so that the campaign recorded 10 Mn views within just 2 days, on Youtube alone.
