Oreo Marketing Strategies That Made the Brand Popular in India

Oreo has become one of India’s most loved biscuits, known for its fun "twist, lick, dunk" ritual. This page explains how Oreo grew in India with creative campaigns, partnerships, seasonal promotions, and celebrity endorsements to connect with families and young audiences.

Oreo is a chocolate sandwich biscuit with a creamy white filling. It is recognized worldwide for its unique way of eating the biscuit called "twist, lick, dunk." In India, Oreo started as a new foreign brand in 2011 and quickly became popular. The brand has connected with children, teens, and parents alike by using creative campaigns, smart partnerships, and playful messaging. This page explains how Oreo established itself in India, the marketing strategies it used, and how it became a favorite treat in households across the country.

Building Trust with a Known Name

When Oreo first came to India, it faced the challenge of being a new foreign brand. Indian consumers already had many familiar biscuit brands. Oreo needed a way to get people to try it.

• Partnering with a Trusted Name

Oreo entered India in 2011 as "Cadbury Oreo." Cadbury was already a well-known and trusted brand. By associating with Cadbury, Oreo gained immediate trust among consumers. People felt confident trying the new biscuit because it was connected to a familiar brand.

This partnership also gave Oreo access to Cadbury’s distribution network. It meant Oreo could reach stores in every city and town. This helped the brand quickly become visible and accessible to Indian buyers.

• Focusing on Family Moments

Oreo positioned itself around family and togetherness. Its "twist, lick, dunk" ritual encouraged shared moments, especially between parents and children. The brand communicated the idea that Oreo was not just a snack but a way to have fun with family.

Parents in India value activities that create bonding time with their kids. Oreo tapped into this insight. By showing playful interactions between children and parents, the brand made itself relatable and appealing.

Emotional Advertising That Connects

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Oreo’s marketing in India has always focused on emotions, fun, and family moments rather than just selling a biscuit.

• Ads Showing Parent-Child Fun

From the beginning, Oreo’s campaigns highlighted parent-child interactions. For example, in 2012, a TV commercial showed a father sharing Oreos with his daughter. The ad was simple but effective. It showed how a biscuit could create a joyful moment.

These campaigns built a strong emotional connection with viewers. They made Oreo feel like a brand that understood family relationships and the importance of fun moments.

• Celebrity Partnerships to Expand Reach

Oreo used celebrities to connect with specific audiences:

1. Ranbir Kapoor: In 2013, the Bollywood actor, Ranbir Kapoor, became a brand ambassador. He helped Oreo reach teens and young adults by showing fun, playful moments that matched their lifestyle.

2. M.S. Dhoni and Ziva: Starting in 2021, the former cricket captain, M.S. Dhoni, and his daughter were featured in campaigns. These ads reinforced the idea of playful connections and family bonding. They also tapped into India’s cricket passion, attracting attention from cricket fans across the country.

Using celebrities helped Oreo reach a wider audience and gave credibility to the brand. When people see trusted personalities enjoying a product, they are more likely to try it.

Campaigns Connected to Culture and Festivals

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Oreo understood that to succeed in India, it needed to connect with local culture and traditions.

• Cricket-Themed Campaigns

Cricket is a big part of life in India, and Oreo used it effectively in its campaigns.

During the Cricket World Cup, Oreo ran campaigns like "#BringBack2011" and "#OreoBolaMatBolo." These campaigns played on cricket fans’ excitement and superstitions. For example, fans often have lucky rituals during games. Oreo used this insight to create campaigns that were funny, relatable, and shareable.

By connecting the brand with cricket, Oreo reached millions of viewers and made the brand feel closer to their daily lives.

• Special Editions for Festivals

Oreo introduced limited-edition flavors and packs during festivals like Diwali. For example, Oreo Cadbury Dipped was launched to align with the festive spirit.

Festive editions made Oreo feel like a thoughtful gift or a special treat. People were more likely to buy the biscuit during celebrations, and it also gave the brand a reason to be part of holiday campaigns and promotions.

Brand Collaborations That Work

Partnerships with other brands helped Oreo expand its reach and offer new experiences.

• Food and Beverage Partnerships

Oreo teamed up with popular chains like McDonald’s and Kwality Walls. With McDonald’s, Oreo McFlurry became a popular dessert option. With Kwality Wall’s, Oreo ice cream reached more customers and created fun snack options.

These partnerships helped Oreo reach audiences who might not buy biscuits directly from stores. It also reinforced Oreo as a fun and versatile snack.

• Using Technology to Engage

In 2023, Oreo launched the "Say It With Oreo" campaign using AI. Actor Farhan Akhtar’s AI voice was used to create personalised messages. Fans could send fun, customized audio greetings to friends and family.

This campaign appealed to younger, tech-savvy audiences. It showed that Oreo is not only a classic biscuit brand but also modern and innovative.

Multi-Channel Marketing Strategy

Oreo used multiple ways to reach people, combining traditional and digital marketing.

• Television and Outdoor Ads

Oreo’s early campaigns relied heavily on TV commercials, outdoor billboards, and radio spots. These ads were often shown during major sporting events like IPL and Cricket World Cup, maximizing visibility.

The ads focused on family fun and playful moments, not just the biscuit itself. This made the messaging memorable and relatable.

• Digital Marketing and Social Media

Oreo has a strong online presence. On Facebook, YouTube, and Instagram, the brand posts funny videos, memes, challenges, and interactive content.

For example, Oreo encourages fans to share creative recipes and dessert ideas using Oreos. This spreads the brand message organically and builds community engagement.

• On-Ground Events and Activations

Oreo’s "Togetherness Bus" toured cities and hosted games like "Twist, Lick, Dunk." These activations allowed people to try Oreos and experience the brand first-hand.

These events created excitement and encouraged families to interact with the brand in a fun, memorable way.

• User-Generated Content

Oreo actively promotes user-generated content. Fans share photos, recipes, and creative ways to enjoy Oreos. This marketing tactic spreads awareness at little to no cost and strengthens the community around the brand.

Conclusion

Oreo has become one of India’s most recognized and loved biscuit brands. By focusing on family bonding, playful campaigns, celebrity endorsements, festival promotions, and smart partnerships, it built a strong connection with Indian consumers. From Cadbury Oreo to AI campaigns and cricket-themed promotions, Oreo continues to be a brand that people enjoy and trust.

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