Ad Campaigns
Mondelez India partners with Oreo to launch new campaign #Bringback2011
Mumbai: Oreo announced the launch of its new #BringBack2011 campaign to spark millions of playful moments amidst cricket-loving Indians. #Bringback2011 is a fun idea that combines Oreo, cricket, and MS Dhoni in an unusual way.
With the latest campaign, Oreo is giving a playful twist to cricket anticipation and preparations by going all out to recreate 2011 by launching itself again and helping India become the cup champions again. Continuing to encourage playful family time, the brand has introduced 15 cricket-themed embossed cookies along with an attractive limited-edition packaging for consumers to help billions of fans cheer along during the matches.
A high-decibel 360-marketing campaign will be bringing this concept alive. The marketing campaign also includes on-ground and in-store activations; partnerships with leading online platforms; influencer engagement; and strategic engagement on social media channels.
The activation starts with an interesting turn of events with Dhoni’s press conference that left viewers and media surprised. The video begins with MS Dhoni walking onto the podium dressed in an Oreo jersey with his signature 2011 hairdo and introducing Oreo in India for the first time. While this raises eyebrows amongst the media, he goes ahead and explains the connection between Oreo and 2011, implying that to create history, we need to recreate 2011 history to win the 2022 World Cup. Hence, #BringBack2011.
Commenting on the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Over the years, Oreo, Dhoni and cricket have successfully created playful moments bringing people together. #BringBack2011, which begins with the same insight, is a playful take on the cultural nuance of cricket-related stereotypes in India. Oreo, a huge fan of the team, decided to build momentum and encourage billions of Indians to join and do everything they could to help India win the World Cup. So, we decided to launch Oreo all over again with MS Dhoni in his much-loved 2011 avatar. We are confident that this campaign will once again bring together Oreo and cricket lovers alike for shared moments of play.”
Sharing his experience, Dhoni added, “The 2011 win was a proud moment for the entire country and coincidentally the year Oreo made its entry into India. The association with Oreo has been a legendary one. With the 2022 World Cup just around the corner, I’m extremely excited to collaborate with the brand yet again to bring the playful moments of cricket and the cup back!
Speaking of the idea behind the campaign, Leo Burnett South Asia CEO & chief creative officer Rajdeepak Das said, “Oreo wanted to share its point of view on the most playful event of the year. When it comes to cricket, we all have our beliefs, be it wearing the same socks each time or sitting in a particular chair, and many more. And we thought, if Oreo can encourage everyone to stick to their beliefs of 2011, maybe we can recreate our time from then and bring back the cup this year. Making Oreo the most ardent cricket fan! The campaign, which starts with Dhoni’s press conference, is a playful and impactful idea, bringing the signature Oreo light-hearted fun to one of the biggest events of the year.
Speaking about the launch video with Dhoni, Wavemaker India chief client officer & head of West Shekhar Banerjee said, “While the limited-edition Oreo cricket cookies are sure to build their own fanbase, the press conference that screened a film starring MS Dhoni to launch the campaign with one of its kind YouTube premiere has already got the internet talking.”
“For the cricket fans out here, this one’s going to be a trip down memory lane as Oreo initiates the #BringBack2011 campaign with the hope that India will win the cup… again,” he added.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
