Oreo has rolled out a campaign for the ICC Men's T20 World Cup 'History in the Baking', to spotlight its limited edition packs.

Conceptualised by Leo Burnett India, the campaign which consists of an ad film highlights cricket's rich history of records, milestones, and legacies. Through a voiceover, the film poses a thought-provoking question: What if fans could own a piece of that history? It then reveals that inspired by the historic moments on the field, this World Cup, Oreo is incorporating these into their cookie designs, creating a mix of genuine and imagined history. These cookie designs are baked in real-time, allowing fans to get a piece of history. The limited edition packs will be released during the live game. To be part of this unique experience, consumers must visit their website to reserve their limited edition cookie and be part of history in the making.

What do we think about it: Breaks the clutter with its innovative campaign for the ICC T20 Men's World Cup, blending cricket’s rich history with real-time exclusive cookie designs. It also creatively engages fans, with the brand by offering them a chance to own a piece of cricket history.

The campaign was rolled out on Instagram on 26 June and YouTube on 28 June.