Oreo Launches ‘Oreo Play Pledge’ Drive To Cheer-Up Underprivileged Kids

Oreo recently took the internet by storm, with its newest campaign ‘Oreo Play Pledge’. This initiative motivates families to espouse jovial connections, by taking an oath to create and cherish the much-required moments of fun with their loved ones. Since its launch in January 2021, the campaign has given inspiration to thousands of families to take a step ahead and make the change. Consequently, more than 2 Million pledges have been recorded on the microsite as well as across the brand’s social media platforms.

As part of this campaign, the brand has also teamed up with Save The Children India, to distribute learning kits to 30,000 under-privileged children. These kits have been designed such that they will enable education and wholesome development of children, across more than 100 government schools and about 70 ICDS centers.

Sudhanshu Nagpal, associate director – marketing (biscuits), Mondelez India stated- “As one of the much-loved national brands, Oreo has always intended to spark joyousness and advocate stronger connections. Oreo’s motive through this campaign was also to appeal people to finally take action and make them realize that ‘the more you stay playful, the more you connect’, and it’s exciting to witness that it struck the right chord with the consumers – more than 2 million pledges and still counting, is an evidence of this. The most heartening part of this drive is not just that we nudged our consumers to take the Oreo Play Pledge, but also that we could also impart playfulness in 30,000 underprivileged kid’s lives, by providing playful learning kits to them – thus creating small but significant positive impact.”

During the launch of the initiative, the brand brought on broad the father-daughter duo – former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni. Given their loving relationship and playful chemistry, they came out to be the best partners to motivate the patrons to join the bandwagon of ‘Oreo Play Pledge’. As a result, the campaign recorded 10 million views within just 2 days of its launch, on Youtube alone.