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

Oreo Pongal Thala Thalapathy - Mondelez India Foods - Cadbury Oreo JPEG
Oreo Pongal Thala Thalapathy - Mondelez India Foods - Cadbury Oreo MP4 2m:00s

Oreo Pongal Thala Thalapathy
Brand: Cadbury Oreo
Client: Mondelez India Foods
Entrant: Mondelez India Foods Pvt Ltd

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Oreo Pongal Thala Thalapathy - Cadbury Oreo - Mondelez India Foods

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Entry Title: Oreo Pongal Thala Thalapathy
Brand: Cadbury Oreo
Client: Mondelez India Foods
Entrant Company: Mondelez India Foods Pvt Ltd
Description: Oreo’s penetration in the south markets namely Tamil Nadu was weak. It faced competition from homegrown competitors who masses were more comfortable with. We needed a culturally sound moment to enter the consumer’s mind & consumption basket.
Pongal is THE regional festival of Tamil Nadu. Communities get together to participate in communal rites and usher in prosperity. Brands try advertising, piggybacking off Pongal but end up missing the mark since the festival is rooted in tradition and brand activations rub off as cheap gimmicks. Hence, we knew tradition was paramount.
So rather than trying to fit in with old tradition we decided to find new traditions. In Tollywood, studios plan Pongal releases since it’s family tradition to catch a movie together. In 2023, the biggest 2 south superstars, Ajiith and Vijay, were ready for a Pongal box office clash with their respective movies. The upcoming clash had fan bases fighting trying to one up each other. But Pongal is a time to be together not at loggerheads; so Oreo decided to be an Olive branch and embossed both actor’s nicknames on the cookie. We then asked both Ajith and Vijay fans to come together this Pongal and celebrate both movies.
Company Credits: Mondelez India Foods Private Limited
Company Credits: Wavemaker India
Individual Credits: Name: Sunainika Singh, Designation: Director, Biscuits & Bakes. Mondelez International, Inc
Individual Credits: Name: Parvathy Nair Designation: Category Manager - Biscuits & Bakes equity and Oreo Activations, Mondelez International, Inc
Individual Credits: Name: Syed Rizvi Designation: Brand Manager, Oreo. Mondelez International, Inc
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