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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
