This is a story about how we made 1Bn+ Indians believe that Oreo could make India win the ICC Cricket World Cup – yes, a playful cookie.

In 2022, pressure was high because India hadn’t won the World Cup in 11 years. Indian cricket fans are superstitious and desperate to see a win. And they would go lengths to make it happen. Oreo’s global motto is to bring people together by sparking playful connections. We asked ourselves, what could we do? And just like that, we saw a playful connection!

The last time India won the World Cup was on April 2, 2011. In 2011, something else happened - Oreo launched in India. Oreo launched in March. India won in April. Serendipity? We thought different!

If Oreo could launch again in 2022; could India win the World Cup again in 2022? We believed, yes!

And who better to champion this thought than the 2011 World Cup winning captain, M.S Dhoni? Dhoni relaunched Oreo in 2022 and with that launched our idea #BringBack2011 via a live press conference. Soon, a superstitious cricket-loving India was ignited. 6Mn cricket fans watched Dhoni’s press conference in less than 24 hours and believed that perhaps a cookie could help India win the prestigious World Cup.

And so India brought back 2011. Again and Again. An iconic Bollywood movie was released, again. A key cricket influencer launched his book, again. A famous beer franchise launched a 2011 brew, again. 2011 jerseys, tattoos, hairstyles – again and again. Even 15 cricketers joined us to create 2011, again.

We saw nearly 3Bn impressions and $3Mn Earned PR value. But most of all, we gave Indians the belief that by joining hands with Oreo, India could in fact win, again.