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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:

  • Establishing a digital presence that not only encouraged engagement but also playfulness during the pandemic 

  • Indianising this global cookie so it appealed not just to Indian families but every type of consumer

  • Creating properties that strengthened product recall and evolved with the changing brand objective

#OreoReciPicChallenge

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:

  • Came up with the property name - ReciPic - that Oreo then went on to trademark. 

  • Supervised production and campaign execution

  • Conceptualised and co-wrote webisodes, trailers, and campaign promos.

Check the case study out
LAUNCH & AMPLIFICATION
#OreoReciPic Social-First Promo
00:11
#OreoReciPic Instagram-First Promo
00:10
Share your Oreo dish and win | #OreoRecipic
00:31
WEBISODE TRAILERS
Oreo Choux Au Craquelin | #OreoReciPic Recreation #1
00:30
The #OreoReciPic Challenge | Pooja Dhingra | Rohan Joshi
00:30
Recreating India’s Best Oreo Dishes | #OreoReciPic Challenge
00:31
Oreo Meets Chef Meets Comedian | The #OreoReciPic Challenge
00:30
WEBISODES
Riya Karanjkar’s Oreo Choux Au Craquelin | Pooja Dhingra’s Recreation
04:36
Tanvi Jain’s Oreo Pound Cake | Pooja Dhingra’s Recreation
04:56
Rachna Sharma’s Oreo Charlotte Russe | Pooja Dhingra’s Recreation
05:05
#AtHomeWithOreo

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: 

  • Conceptualised campaign

  • 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.
#MakWayForPlay

OREO CADBURY DIPPED

#ChocolateyCrunchyGIFts

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: 

  • Conceptualised campaign

  • Supervised campaign execution

Check the case study out
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