MAM
Oreo fans get a ‘chocolaty surprise’
MUMBAI: Interface Communications has conceptualised and carried out the launch campaign of Oreo’s new product variant Oreo Choco Creme. The fans on Oreo’s Facebook page got an exclusive sneak peek of the new television commercial.
The agency used this opportunity to connect with the fans. To unveil the surprise, members had to play a short game where they were asked to drink enough Oreos in a glass of milk to ‘unveil’ the TVC.
The TVC shows a bossy sister trying to entertain herself at the expense of her little brother. She promises him an Oreo if he agrees to wear her pink, polka-dotted hairband. The boy, being used to this, complies. The girl’s real intentions are revealed when she blindfolds him with the hair band instead and surprises him with the new Oreo Choco Cr?me.
The digital medium has been playing an increasingly significant role in all marketing and communication campaigns of brand Oreo.
Interface Communications national creative director Robby Mathew said, “Oreo is a cookie that single mindedly celebrates the child in you, no matter how old you are. This simple FB game allows fans to be kids all over again, by dunking cookies to get a surprise prize – the preview of the new Oreo ad film.”
Internationally too, Oreo has been using the digital medium to promote the brand and its variants. It launched the Daily Twist Campaign some time back which has a new ad every day on social media platforms and a dedicated website. The ads are based on daily events, current affairs or in memory of an event that happened on that particular day in history. The visuals are developed by manipulating the classic Oreo cookie.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
