India 'Twists, Licks, Dunks' with Oreo

Oreo ran this campaign in India in order to raise both brand awareness and market share. (The Indian biscuit market is fiercely competitive and highly fragmented, with over 1,000 biscuit brands but only two brands with more than a 5% share.) The creative was based around the "rituals" of eating biscuits, and the sense of "togetherness" created by sharing a pack of biscuits; the ads themselves focused on family relationships.

India 'Twists, Licks, Dunks' with Oreo

Arthi Basak

Campaign details

Brand owner: Cadbury-Kraft India LtdAgency: Interface CommunicationsBrand: OreoCountry: IndiaChannels used: Cinema, Events and experiential, Games and competitions, Internet - display, Internet - general, Newspapers, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Product and other sampling, Public relations, Radio, Social media, Sponsorship - media, TelevisionMedia budget: 1 - 3 million

Executive summary

The Indian biscuit market is fiercely competitive and highly fragmented. There are over 1,000 biscuit brands but only two brands with more than...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands