| Title | OREOBESTIES |
| Brand | MONDELEZ INDIA FOOD |
| Product / Service | OREO ORANGE CRÈME |
| Category | F01. Community Applications |
| Entrant | INTERFACE COMMUNICATIONS Mumbai, INDIA |
| Entrant Company | INTERFACE COMMUNICATIONS Mumbai, INDIA |
| Advertising Agency | INTERFACE COMMUNICATIONS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Joemon Thaliath | Interface Communications Pvt Ltd | Chief Operating Officer |
| Robby Matthew | Interface Communications Pvt Ltd | National Creative Director |
| Anuradha Aggarwal | Mondelez India Foods Ltd. | Director – Biscuits |
| Sameer Yadav | Mondelez India Foods Ltd. | Category Manager – Oreo |
| Anaswar Rajagopal | Mondelez India Foods Ltd. | Brand Manager – Oreo |
| Vednarayan Sirdeshpande | Mondelez India Foods Ltd. | Digita Media Manager |
| Arthi Basak | Interface Communications Pvt Ltd | Strategic Planning Director |
| Sneha Raina | Interface Communications Pvt Ltd | Management Trainee |
| Miskil Dharmadhikari | Interface Communications Pvt Ltd | Group Account Manager |
| Roopesh Shah | Interface Communications Pvt Ltd | Head Head Interactive Services |
| Ruchita Purohit | Interface Communications Pvt Ltd | Client Servicing Director |
| Santosh Ramaswamy | Interface Communications Pvt Ltd | Client Servicing Director |
| Firdous Kazi | Interface Communications Pvt Ltd | Account Executive |
| Ashutosh Joshi | Interface Communications Pvt Ltd | Creative Director |
| C Sricharan | Interface Communications Pvt Ltd | Associate Creative Director |
| Rupesh Gor/Adil Bamanbehram | Interface Communications Pvt Ltd | Manager Manager Design/Sr. Design Supervisor |
| Priyanka Joshi/Mrunal Naik | Interface Communications Pvt Ltd | Copy Writer |
| Siddhesh Kadam | Interface Communications Pvt Ltd | Sr. Art Director |
| Asavari Mate | Interface Communications Pvt Ltd | Creative Supervisor |
| Akshay Naik | Interface Communications Pvt Ltd | Visualiser |
#OreoBesties was rolled out in four phases. Starting with Oreo’s take on the biggest thing in vogue- Selfies! #BestieSelfie invited users to share their (and their bestie’s) wackiest selfies! The second activity #ShoutOut encouraged interaction with #Oreobesties, completing incomplete conversations initiated by them. The third activity #YouAreBestiesWhen played on how besties complement each other so well that they complete each other’s sentences! Then came the finale– The #BestieBond asked users to tell us what made their bestie bond unique, Oreo celebrated their #BestieBond by creating live #OreoBesties out of them in the most visually appealing way!
Our fans and followers became besties with #Oreobesties! 207 personalized #BestieBond posts created live over a span of 2 days! #BestieBond trended among top India trends on Day 1 (during elections in India) Facebook •20,000+ fans added •Monthly Reach increased by 1188% •Daily Reach increased by 2951% •Weekly PTAT increased by 384% •Maintained 17% daily reach to our community through the campaign, compared to category Avg <1% Twitter •Around 900 mentions •4.08 million Impressions with 5 campaign #Hashtags •380 Followers Added The campaign generated tremendous PR coverage online: •Best Media Info •Afaqs •Lighthouse Insights •Business2community
In the Rs.5000Cr crème biscuit market there are 3 integral flavor groups, chocolate, fruit and vanilla crème. Oreo in India had a strong presence in Vanilla and Chocolate crème but had a very small presence in the 37% fruit crème segment and hence it was an untapped opportunity. Fruit crème is a diffused segment with many players in the mass segment. There are a plethora of flavors, both regional and national such as mango, orange, banana etc. and the market for fruit crèmes is primarily in the mass segment. The premium fruit crème segment is a 13%. So the task for Oreo was to open up the premium fruit crèmes segment with the launch of our fruit offering. The Idea To focus on the combination of Oreo (Cookie) and Orange (Crème), the two together are an exotic combination that blend beautifully together- Just like best friends!