
OREO
STAYING PLAYFUL ONLINE
The world's favourite cookie + A global mandate = The chance to work on some of the most playful campaigns of my career, when the world needed that playfulness the most.
December 2019 onwards, I helped lead this iconic brand, contributing towards making this world-famous cookie a part of every Indian family's pantry. In the process, I worked as part of a collaborative team, joining hands with the media and global teams and Mondelez partners like YouTube, resulting in campaigns that I can't help but gush about.
Areas of focus:
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Establishing a digital presence that not only encouraged engagement but also playfulness during the pandemic
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Indianising this global cookie so it appealed not just to Indian families but every type of consumer
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Creating properties that strengthened product recall and evolved with the changing brand objective
THE OREO RECIPIC CHALLENGE
What do you get when you take a creative Twist, a Lick of strategy, and Dunk it in existing audience behavior? An integrated campaign so engaging, it won 5 awards, including a Bronze and a Silver at e4m, and a finalist at AdStars.
The Arnaz Effect aka the role I played:
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Came up with the property name - ReciPic - that Oreo then went on to trademark.
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Supervised production and campaign execution
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Conceptualised and co-wrote webisodes, trailers, and campaign promos.
Check the case study out










AT HOME WITH OREO
Showing Indian families how to stay playful when they needed it the most, this award-winning pandemic-campaign belies the extreme restrictions it was executed under.
The Arnaz Effect aka the role I played:
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Conceptualised campaign
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Supervised production and campaign execution
Check the case study out, and search for #AtHomeWithOreo on Instagram for more
While we kept the inspiration going, we also enabled people to pass the playful spirit on, through screens all over the country.
OREO CADBURY DIPPED
A Valentine's campaign that drew parallels between the sweet-playfulness of the product, and the sweet-playfulness of relationships, for a TG outside of the usual "Oreo family" bubble.
The Arnaz Effect aka the role I played:
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Conceptualised campaign
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Supervised campaign execution