Oreo India has launched a new campaign that aims to get people logging off devices, set around the story of a father and daughter.
The set of TV ads expands on a global mission by the confectionary brand around the idea of ‘stay playful’. In India, the message of stay playful has been built around the insight that people are becoming distracted by the use of their phones, The Drum reported.
In the first video, titled ‘Email’, the father dismisses his daughter as he wants to get work finished. The daughter, growing frustrated by the dismissal, creates a physical email that encloses an Oreo cookie, and drops it onto her father’s computer.
According to The Drum, Sudhanshu Nagpal, associate director, marketing (biscuits) at Mondelez India, said the idea is to show people that fun can be had by turning back into the real world. The campaign, created by FCB Interface, will also be promoted through digital, outdoor and on-ground promotions.
Joemon Thaliath, chief executive officer at FCB Interface, said: “Over the years, Oreo has showcased several beautiful dad-daughter relationships. This one is the most heartfelt of them all and continues to build on the brand’s core of ‘Stay Playful’.”