Mondelez India has unveiled a new campaign to introduce Oreo Golden, a new variant with golden vanilla biscuits and a vanilla filling.
The campaign film is set in a nostalgic carnival, capturing the magic of small, unplanned moments. The story follows a father and his young daughter who step out for a simple treat, only for things to go off plan. What follows is a spontaneous turn of events that transforms a small disappointment into a moment of joy, leading to the discovery of Oreo Golden.
Commenting on the launch, Nitin Saini, Vice President Marketing, Mondelez India said, “Vanilla is one of the most universally loved flavours in India. With Golden Oreo, we are bringing this much-loved flavour in a very exciting new avatar. This launch also allows us to bring a lighter, more playful Oreo twist to everyday snacking.”
Sharing more about the campaign, Vikram Pandey, CCO, Leo - South Asia said, “For this campaign, the challenge was to present the timeless charm of vanilla reimagined in the playful, endearing world of Oreo. The film uses the warmth and nostalgia of a carnival setting to bring alive the idea of an ordinary moment unexpectedly turning magical, much like Oreo Golden itself.”
Shekhar Banerjee, President, Client Solutions, Wavemaker South Asia added, “Our strategy focused on building scale and salience through a converged approach across television, digital, creators, and high-impact outdoor with contextual storytelling. We embedded Oreo Golden naturally into everyday snacking moments and consumer conversations.”
The campaign has been rolled out across television and digital platforms, supported by creators and out-of-home placements across 450 sites in over 25 cities.
