Results

Oreo transitioned India's love for cricket and the World Cup to create an innovative counterculture campaign. Recognizing that cricket fans are not only passionate about supporting their team but also superstitious about jinxing their chances, Oreo embraced this playful counterculture belief and encouraged fans to unite in their support for Team India. Understanding that cricket is one of the most viewed sports in India, Oreo sought to capitalize on this opportunity with a unique twist. They recognized that fans not only fervently support their team but also hold superstitious beliefs about jinxing their chances. This insight became the key foundation for their campaign strategy. To gather valuable data and insights, Oreo conducted a thorough analysis of India's cricket-related content consumption. They identified key touchpoints and examined consumer sentiment towards superstitious beliefs. Armed with this knowledge, Oreo developed a counterculture media approach, positioning #OreoBolaMatBol (Don't Jinx It) at every outlet, both online and offline, where people might inadvertently jinx India's chances of winning. The campaign's execution started with Oreo partnering with India's top news channels, and strategically placing their film featuring cricket legend MS Dhoni during prime time slots. Prominent news anchors enthusiastically endorsed the belief of not jinxing India's chances, amplifying the message to a wider audience. Oreo then utilized various platforms such as Hotstar, Espn Cricinfo, YouTube, Aajtak, News18, TOI, Gujarat Samachar, Sakal, Dainik Jagran, Sharechat, Facebook, Instagram, WhatsApp, and Swiggy to engage cricket fans across the country. The campaign's playful counterculture approach provoked a shift in traditional mindsets and resonated with millions of fans, including England’s WC winning captain Eoin Morgan who tweeted about it. The campaign surpassed planned impressions with 800Mn, reaching 212Mn households, generating 9K social mentions, 0.4Mn interactions with 60% +ve sentiments leading to rise in penetration by 5.4% as comp to Q4 last year.