Red Oreo - Behind the brands

See how two brands can create a magical experience in a very innovative way for their audiences by fusing their distinctive identities

Careers & People, India, Brands, People, Marketing

Tuesday, September 13, 2022

What happens when two iconic brands in pop-culture collaborate? Well, they turn things upside-down while painting the town RED! For the first time, in a decade in India, the timeless black Oreo cookie turned red, ahead of the premiere of Stranger Things Season 4 on May 27. The campaign is a characteristic reference to the “Upside Down” world, an alternate dimension and home to many creatures in the globally loved Netflix series, Stranger Things.

While the campaign is an excellent example of how two brands can create a magical experience in a very innovative way for their audiences by fusing their distinctive identities, let’s get to know the masterminds behind this campaign from our team in India. These superstars now share their journey of bringing this super exciting campaign to life.

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Sunainika Singh joined us in 2008, in Consumer Insights. Since then, she has steered the growth of multiple categories both locally & regionally. She currently heads the Biscuit & Bakes Category in India. With a background in psychology, Sunainika has a deep curiosity about human behavior, social challenges and loves to mentor & coach. She is an avid swimmer and a yoga enthusiast. Her Kindle is full of books on fictional crime, law, life stories & some inspiring biopics. Sunainika loves to solve problems – whether in business or outside. At home, she’s a mom of 9 year-old twins & recently adopted a beautiful Indie pup!

three pictures of Hari

Harini Venkateswaran, after completing her MBA from Indian Institute of Management (IIM) Bangalore, joined us as a Management Trainee through our flagship Taste The Future Campus Program. In the last 8 years, she has taken up multiple roles across sales and marketing such as Revenue Planning Manager – Chocolates, Key Account Manager – Modern Trade, Brand Manager – Gems etc. Having been a huge yoga and travel enthusiast, Harini has recently started trying her hand at painting, gardening and cooking & thoroughly enjoys taking up unique challenges and stretching herself outside of her comfort zone along the journey. She believes in the power of positive thinking and that life has great things in store - every experience (whether easy or difficult) is worth, as long as she learns something!

three pictures o fHari