Mondelez India has launched Oreo Golden, a vanilla variant featuring golden vanilla biscuits and a vanilla filling, now available across retail and quick-commerce platforms in India.
The launch is supported by a campaign film set in a carnival, following a father and young daughter whose outing does not go as planned. A spontaneous turn of events transforms a small disappointment into a moment of joy, leading to the discovery of Oreo Golden.
“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,” said Nitin Saini, Vice President Marketing, Mondelez India.
“Vanilla is one of the most universally loved flavours. 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,” said Vikram Pandey, CCO, Leo – South Asia.
The campaign has rolled out across television and digital platforms, supported by creators and out-of-home placements across more than 450 sites in over 25 cities.
“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,” said Shekhar Banerjee, President, Client Solutions, Wavemaker South Asia.
