After launching the drink, Tang, earlier, American giant Kraft Foods has introduced the Indian version of its iconic Oreo cookies into India’s vibrant “Biscuit” market. The price will be suited to Indian pockets. While the imported Oreo costs Rs50 for a 14-pack ($1.10) , the ‘Made in India’ ones will be available from Rs5 (11 cents) a for a three pack and Rs20 (22 cents) for a larger pack. Indian media says that they will be supplied by Jalandhar-based Mrs Bector’s Food Specialties.
Advertising for Oreo in India is being handled by Interface Communications even though Kraft subsidiary Cadbury India uses the Indian arm of Ogilvy & Mather. The television commercial features the bonding shared by a father and child while eating an Oreo biscuit. The ‘Twist, Lick and Dunk’ ritual forges an emotional bond between the two as they enjoy the biscuit while sharing fun filled moments.
The launch of the commercial is backed by outdoor activations in six cities – Mumbai, Chennai, Bangalore, Hyderabad, Delhi and Kolkata. The campaign will extend to on-ground shopper activation in malls, amusement parks, multiplexes and modern trade outlets to engage with families, complimented by a digital campaign: website and Facebook page.
While the pricing and sourcing is Indian, the company is relying on trusted global themes to appeal in India. Anand Kripalu, President – South Asia & Indo-China, said, “Oreo is more than just a biscuit. The ‘Twist, Lick and Dunk’ ritual, which is an integral part of the brand, has brought fun filled moments of bonding to countless families across the globe.”
Discussing longer term plans in India Kripalu clarified that “as categories we will focus on confectionery, that is, chocolate, gum and candy, powdered beverages and biscuits. Dairy is a different animal. We are not going to divert focus for now. Our hands are full.” He referred to the parent company’ Kraft’s “5-10-10” game plan for emerging markets, which is about five categories, ten power brands and ten markets. These five categories include chocolates, gum & candy, biscuits, coffee and powdered beverages.
The power brands are Jacobs coffee, Tang, Oreo, chocolates Lacto and Milka, Cadbury, Trident gum, Halls candy, Biskuat (a cookie)), and Club Social, a snack brand. The ten markets are Brazil, China, Russia, New Zealand, Australia, Indonesia, South Africa, Poland, Ukraine and Mexico. With four power brands from the 5-10-10 portfolio already present in India, It is to be seen whether some more from the list makes their way to India. Kripalu isn’t dropping names for now. He simply says, “The 5-10-10 philosophy is a guide. We have much work to make the current launches a success.”
Takeaway: While PepsiCo’s Kurkure snacks have taken a totally Indian approach for market entry, Kraft is right to bring some core values of the Oreo experience (families, fun, moments spent together) to India. Let’s watch and see how Indian middle-class families respond to this appeal.
