After dissecting Oreo's global Instagram strategy, it was time we dunk into their regional brand pages.

And I turned my attention to Oreo’s regional page for India. 

I scrolled through 9 months of their Instagram content. And it's clear that this one leans heavily into campaigns. Within this timeframe, they launched two major campaigns that anchor their content, with everything feeding into these initiatives. 

Since their Instagram beats its own drum, let’s approach their content from a campaign perspective (different from our usual content bucket structure). 

Let's break down the strategy campaign-wise!

*This analysis is from March to mid-December.

1. #SayItWithOreo

Have something to say but don’t know how? 

In this campaign, Farhan Akhtar helps you out. Just type in the question you want to ask on www.sayitwithoreo.in and hear Farhan’s response in his (AI) voice.

For this campaign, they primarily post reels with and without Farhan, sharing his AI responses. They pose playful questions relatable to us and share amusing answers. They also tap into current events by framing questions around holidays, from Raksha Bandhan to Dog Day, injecting some fun into the festivities.

Whether you use the response or not, you’ll definitely end up smiling. At least I did.

2. #OreoBolaMatBol Campaign 

We Indians don’t like to jinx things.

And this campaign capitalizes on this shared belief.

During the Cricket World Cup frenzy in India, Oreo partnered with MS Dhoni urging fans not to talk about India's chances of winning for fear of jinxing them. 

Each time the Men in Blue won, Oreo India celebrated and reinforced the notion that silence had worked its magic.

Other things executed within the campaign:

• Ad commercial

• Custom Instagram filter and WhatsApp sticker packs

• Contests like ‘Get featured in Oreo’s ad’ or ‘Win gifts’

• Collaborations with creators like funcho and brands like Vicks, Swiggyindia and scoopwhoop to reach more people

They encouraged their audience to tag, share, comment, and participate in contests to engage and stay connected with Oreo.

Key Observations from Both Campaigns

• Oreo India aligns campaigns with ongoing events. Both campaigns are tied to major events that capture the attention of the entire nation, providing topical and moment-marketing outreach.

• Content Formats include:

  • Adfilms

  • Recipes

  • UGC Content

  • Reels & Statics

  • Brands and Influencer Collaborations

• There’s no set schedule for posting.

• They partner with celebrities as ambassadors to add star power to their campaigns.

• They focus on engaging audiences with contests, sticker packs and other digital assets.

In addition to campaigns, they also keep up with holiday trends.

Topical Content

Oreo India publishes visually appealing content for trends and holidays. While some are plain greetings with oreo cookies integrated in some creative way; others include artsy images, GIFs and reels with creative spin or a tie up to their active campaigns. 

Some of my favorites include:

• “Place modak in center” for Ganesh Chaturthi

• Creating matki with Oreo for Janmashtmi 

• Oreo dunk for Neeraj Chopra’s win

• Pongal Greetings {with Tamil audio}

They have created content for:

• Teacher’s Day

• Onam

• ISRO win

• MS Dhoni’s birthday

• Father’s Day dad-tastic treats

• Eid

• April’s Fool

• Easter

  …and many more days

Clearly, Oreo India is all about creating engaging content and connecting with their audience. 

I would love to connect with their handle manager to know more about their strategy and see how their Instagram strategy continues to evolve!