In Oreo’s new ad, Dhoni & daughter Ziva inspire all to spend playful time with loved ones

The #OreoPlayPledge campaign has been created by conceptualised by Publicis Group Building on the proposition to bring families closer by encouraging playful connections, cookie brand Oreo is further fortifying its promise of infusing a dose of fun in everyone’s life wit

by Team PITCH
Published - January 06, 2021
3 minutes To Read
In Oreo’s new ad, Dhoni & daughter Ziva inspire all to spend playful time with loved ones

The #OreoPlayPledge campaign has been created by conceptualised by Publicis Group Building on the proposition to bring families closer by encouraging playful connections, cookie brand Oreo is further fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. With this campaign, the brand is putting its purpose into action and inspiring people to snooze away from their busy lifestyles and take a pledge to create and cherish the much-needed moments of fun with their loved ones. This sentiment will be brought alive by the much-loved father-daughter duo – former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni, offering Oreo fanatics a glimpse of their playful connection on-screen. Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “As one of the country’s most loved brands, Oreo has always strived to spark playfulness and inspire connection moments in our consumer's lives. However, in current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, as we wrap up what was a tough year, and enter 2021 with much anticipation, we are launching this new campaign called #OreoPlayPledge in month of January. Oreo's endeavour through this campaign will be to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Given their loving relationship & playful chemistry, we believe the duo will be Oreo's best partners to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.” Sharing his experience, MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favourite cookie. Ziva & I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”

Rajdeepak Das, Managing Director - India and Chief Creative Officer - South Asia, Leo Burnett, and Mark McDonald, Executive Vice President and Head of Creative, Digitas India, explain how the gruelling lockdown and all the anxiety makes reconnecting with our loved ones more important than ever. "Play is the universal language of connecting with one another. So, as we step into a new year, our campaign encourages everyone to take the 'Play Pledge' with Oreo," Rajdeepak says. Mark adds, "We're looking to launch and build on-going conversations with our consumers to commit to creating and enjoying moments of fun with their kids. And we're confident that MS Dhoni and his daughter Ziva are the perfect ambassadors to bring this message alive."

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