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."