MAM
MS Dhoni & daughter Ziva double up the fun in Oreo’s latest film
Mumbai: Cookie brand Oreo has brought back to screen the adorable twosome of former team India cricket captain MS Dhoni and his daughter Ziva for its all-new #SayItWithOreo campaign.
With the latest campaign, the brand once again encourages family playtime with the introduction of alphabet embossed, scannable cookies, nudging them to ‘Scan, Play, Repeat,’ thus elevating the ‘Stay Playful’ narrative.
The campaign by creative agency Leo Burnett has the father-daughter duo taking them by now familiar Oreo ritual to the next level. As the two discover a playful escapade through the newly alphabet embossed cookies they bring the concept to life through their playful banter. The digital ad film has been produced by Media Monks.
The cookie brand first brought the twosome together last year in January for its #OreoPlayPledge in what was Ziva’s debut as a brand ambassador. The adorable film had the father and daughter taking turns to take a pledge with the Oreo cookie, promising to have more fun times with family.
Sharing his experience MS Dhoni said, ‘’Shooting with Ziva is a lot of fun; we love Oreos and it was about capturing our genuine playful moments on screen. This innovative campaign help parents engage with kids in a fun manner, promising new moments of play leading them to enjoy and cherish the bond they have.”
This time around Oreo has further reinforced playtime by a novel tech module that enables children to play unique games curated by experts on a specially designed microsite. The process is activated by simply scanning any four-lettered cookie combination to reveal a one-time play code that unlocks varied 60 second games.
“Oreo has always aimed to inspire playful moments and bring people together. The #SayItWithOreo campaign really shows how Oreo is more than just a cookie – a conduit to spark connection amongst families,” said Mondelez India head – biscuits marketing Sunainika Singh. “This sentiment is taken to the next level with the launch of our alphabet-embossed cookies, encouraging consumers to take time out and indulge their children in some quality, playful time. This experience is invigorated with the gaming module, unlocked by scanning these unique cookies. Also, our favourites, MS Dhoni and Ziva, have truly kept the Oreo spirit alive and yet again brought to life the campaign brilliantly.”
“Oreo has always inspired people to incorporate more playtime in their daily routine,” stated Leo Burnett CEO & chief creative officer – South Asia Rajdeepak Das. “With the #SayItWithOreo launch, the brand introduces a first-of-its-kind, embossed cookie, inspiring a completely new way to play by integrating technology and creativity with fun. Our campaign reflects this and elevates the scan, play, repeat mantra for Oreo lovers wherein you can scan the alphabets on the cookie to unlock access to curated games.”
Media Monks India managing director Robert Godinho added, “This was an interesting tech challenge to work with. The idea was to be able to point a mobile camera at an Oreo Cookie- which had a letter of the alphabet embossed on it. We had to be able to tell each cookie apart with a high degree of confidence with the lowest latency. When technology supports art to create meaningful interactions for consumers, something truly wonderful happens.”
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
