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.”
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
