Ranbir Kapoor plays prankster 'chachu' in new Oreo Orange Crme spot

Cadbury India, a part of Mondelez International, recently launched Oreo Orange Crme promising consumers a combination of chocolate cookies and an orange crme centre. This is the fourth variant of the cookie, the first three being Vanilla, Choco Crme and Strawberry. To promote the newest addition to the Oreo family, the brand has launched a TV-led campaign starring Ranbir Kapoor. The ad has been created by Interface Communications and puts forward the brand’s proposition of ‘family togetherness’.

[caption id=“attachment_84392” align=“alignleft” width=“380”] A grab from the commercial[/caption]

Speaking about the latest launch and what works for Oreo Orange Crme in a cluttered market, Anuradha Aggarwal, director - biscuits, Mondelez India Foods said, “Oreois more than just a ‘cream’ biscuit. It stands out above all other biscuits by its unique taste and brand proposition of being a catalyst for bonding and creating moments of togetherness that are cherished by all. Apart from this,OreoOrange Crme happens to be the only chocolate cookie with orange crme.”

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The new TVC has Ranbir Kapoor playing a mischievous ‘chachu’ to a little girl. The film opens with the disappointed girl in a video call with Kapoor, rebuking him for not coming to meet her as promised. He tells her he missed his flight and further teases her playfully by asking her to share his pack of Oreo Orange Crme. The girl is even more annoyed with him and says, “Very funny!” He begins eating one and tells her it is ‘Orange se bhi jyaada orangey’. He gets her interest for a bit, but the little girl says she does not want to talk to him. He shrugs and walks out. The girl is now extremely upset, till a pack of Oreo Orange slides in front of her. She looks up to find her chachu sitting next to her saying, “It was no fun eating alone!” The girl jumps at him and hugs him tight.

View the ad below:

Speaking about the insight for the campaign, Joemon Thaliath, COO, Interface Communications said, “Uncles and their nieces and nephews often share a special, fun-filled bond. Despite age differences, they play pranks on one another and connect the way siblings do. We decided to capitalize on this relationship and highlight an endearing prank played by an uncle on his niece.”

Aggarwal added that the brand wanted to reiterate Oreoas a family brand, and a catalyst that bonds and creates moments of togetherness for all.

Thaliath says the ‘orange flavour’ of the new variant is a favourite with all age groups, making it a good starting point for the creative route ‘mischievousOreoconnects people of all ages.’

But despite the TVC not using the clichd imagery of a bevy of juicy oranges to take the point forward, what is it that makes this piece of work distinct only to Oreo Orange Crme?

To this, Thaliath says, “Orange is a universal flavor that is synonymous with masti, happiness and freshness. We opted to capture the sunny spirit of an orange through these strong associations that it enjoys, rather than taking the predictable route of showcasing actual oranges."

The 360-degree campaign will employ touchpoints such as social media, digital, on-ground, outdoor, sampling and POB visibility apart from TV.

Credits:

TVC name: Missed flight

Agency: Interface Communications

Client: Cadbury India

Creative: Robby Mathew, Rakesh Menon, Maithili Mullick

Account management: Joemon Thaliath, Ruchita Purohit, Miskil Dharmadhikari, Pooja Pillai

Planning: Arthi Basak

Films: Alpa Jobalia, Ashish Barot

Production House: Chrome pictures

Director: Amit Sharma