KYOORIUS CREATIVE AWARDS - Experience & Activation (Topical Experiences & Activations)

Bring Back 2011 - Mondelez India Foods - Cadbury Oreo JPEG
Bring Back 2011 - Mondelez India Foods - Cadbury Oreo MP4 2m:08s

Bring Back 2011
Brand: Cadbury Oreo
Client: Mondelez India Foods
Entrant: Mondelez India Foods Pvt Ltd

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Bring Back 2011 - Cadbury Oreo - Mondelez India Foods

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Entry Title: Bring Back 2011
Brand: Cadbury Oreo
Client: Mondelez India Foods
Entrant Company: Mondelez India Foods Pvt Ltd
Description: In 2022, pressures were high because India hadn’t won the World Cup in 11 years and fans were desperate for a win. Oreo’s purpose is to bring people together by sparking playful connections. Cricket fans are superstitious & would do anything to help India win. We asked ourselves, what could we do?
India last won the World Cup in 2011. Oreo launched in India in 2011. India won the world cup in 2011. Oreo launched in 2011. Serendipity? We thought different! If Oreo launched again in 2022, India could win again in 2022.
And whom better to champion this thought than the 2011 World Cup winning captain, M.S Dhoni? Dhoni relaunched Oreo in 2022 with the idea #BringBack2011 via a live press conference. Soon, a cricket-loving superstitious India was ignited who believed that a cookie could help India repeat its glory.
And then India brought back 2011. Again, and again. Right from Haircuts to jerseys to iconic movies Indians brought all these back; 15 cricketers also joined in to recreate 2011.
We saw nearly 3Bn impressions and $3Mn Earned PR. But most importantly we gave Indians the belief that by joining hands with Oreo, India could in fact win, again.
Company Credits: Mondelez India Foods Private Limited
Company Credits: Wavemaker India
Company Credits: Ransom Films
Company Credits: The Times Group
Individual Credits: Name: Sunainika Singh, Designation: Director, Biscuits & Bakes. Mondelez International, Inc
Individual Credits: Name: Adeeba Ansari Designation: Category manager, Oreo. Mondelez International, Inc
Individual Credits: Name: Syed Rizvi Designation: Brand Manager, Oreo. Mondelez International, Inc
Individual Credits: Name: Joywin Fernandes Designation: Consumer Experience Manager, Biscuits & GCPB, Mondelez International, Inc
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