India – Mondelez India, the maker of Oreo, has unveiled a limited-edition Pokémon range, featuring an interactive experience that invites fans to explore the exciting digital world of Pokémon.

This launch brings together Oreo cookies and the excitement of collecting Pokémon, with each cookie featuring a unique Pokémon design. For the first time in India, Oreo has introduced a special-edition yellow cookie showcasing 16 distinct Pokémon, adding a collectible element to its digital campaign.

Fans can scan the QR code on the Oreo Pokémon packs to access a digital platform where they can create personalised Pokémon-themed avatars and collect all 16 Pokémon designs featured on the cookies. Each scan adds a new Pokémon to their digital collection, the ‘Oreodex,’ while also unlocking accessories and customisation options for their avatars.

Additionally, other Oreo pack sizes include special Pokémon photo cards and collectible Pokémon stickers for fans to gather and enjoy.

Nitin Saini, vice president of marketing at Mondelez India, said, “This collaboration is all about creating magical moments that bring families closer, spark excitement, and offer something truly memorable for everyone.” 

“Oreo has always been at the heart of joyful rituals, and by teaming up with Pokémon, we’re not only offering an exciting collectible experience, but we’re also bringing a sense of nostalgia for everyone who grew up with Pokémon. This shared love for Pokémon across generations creates a unique bonding experience where families can come together over the thrill of discovery, fun, and play. It’s a playful emotional journey that unites the world of Oreo and Pokémon in the most exciting way possible,” Saini added. 

Susumu Fukunaga, corporate officer at The Pokémon Company, also shared, “We are thrilled to see Pokémon featured on Oreo cookies. This campaign will take Pokémon to fans of both brands all across the country. Customers will enjoy the fun, surprise element of finding out which Pokémon cookies are included in the pack they purchase. We hope that this playful experience will delight our existing fans and help us connect with new audiences as well.” 

This initiative was developed by Dream Theatre, a representative agency of The Pokémon Company in India. 

“We are delighted to bring together two all-time favourites—Oreo and Pokémon—to create a standout experience for fans across ages and endless hours of play, making it a truly meaningful campaign,” said Jiggy George, founder and CEO of Dream Theatre.

Shekhar Banerjee, chief client officer and office head at Wavemaker India, added, “Our approach was to create a dynamic, multi-phase experience that mirrors the excitement of a Pokémon adventure. Be it access to exclusive packs, enabling fans to collect and compete for rewards, each media placement of the campaign is carefully crafted to spark curiosity, build anticipation, and drive sustained engagement.”

The future of e-commerce marketing strategies is increasingly shaped by rapid technological advancements and shifting consumer preferences. Marketing leaders are now faced with the challenge of moving beyond conventional tactics to develop more innovative, data-driven approaches that cater to highly segmented audiences.

The rise of AI, machine learning, and predictive analytics allows for more precise targeting and personalisation, enabling marketers to deliver relevant content and offers that resonate with individual customers. Additionally, the integration of social commerce and mobile-first strategies is becoming essential, as customers expect a consistent and seamless experience across all digital platforms.

As we look forward, marketing leaders must be prepared to navigate a more complex digital landscape, where flexibility and responsiveness are critical to success. The growing emphasis on ethical consumerism and privacy concerns means that transparency, authenticity, and trustworthiness will be crucial components of any effective e-commerce strategy.

As part of our E-Commerce Marketing 2024 series, we recently interviewed marketing leaders across Asia-Pacific to learn more about their actionable insights and advice for brands to elevate their e-commerce marketing strategies.

Check out the line-up of our interviews with APAC marketing leaders under the series:

For our first interview on this series, Dheeraj Raina, vice president and head of integrated marketing and communications for Southeast Asia at Mastercard shares in this in-depth interview about evolving consumer behaviours, emerging marketing trends, and key developments in the payments industry and e-commerce marketing in Southeast Asia.

In the interview, he notes how one of the most significant trends in Southeast Asia is the rise of social commerce, and that voice commerce is also gaining traction, driven by the increasing use of audio and voice technologies.

Over at the consumer electronics scene, Eddie Teng, head of e-commerce for APJ at ASUS details how first-party data is now also being utilised by businesses–especially those with online retail components–to personalise the experience to their online shoppers and give them the right choice to buy.

Moreover, e-commerce will play an even more complementary role to retail. This means that it will continue to cater the needs of omnichannel shoppers in which they experience and shop across multiple channels, offline and online, and ultimately providing consumers the ease of access to owning their products.

Emmanuel Cruz, e-commerce lead at Mondelēz Philippines, details that as consumer behaviour moves alongside the dynamic landscape of e-commerce marketing, he mentions that e-commerce marketing strategies should always be based on consumer and shopper behaviour.

To achieve this, Cruz also shared that a robust end-to-end omnichannel approach should be present to understand the interplay of offline and online consumer behaviour.

Meanwhile, Ngai Yuen Low, group chief merchandise and marketing officer at AEON Group Malaysia shared her insights on how to navigate the dynamic retail landscape, emphasising technological advancements, customer engagement, and the future of retail.

For her, marketing strategies are built on a foundation of data analysis to understand and respond to changing consumer behaviours. She also shared how they have to ensure that they have a digital approach to pretty much everything that they do.

Over at the pharmaceutical scene, Siew Lai Wong, chief marketing officer at BIG CARiNG Group shared insights to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

Esther Chan, director of marketing at Love, Bonito discusses why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

For her, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration. They also look specifically at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI to improve their e-commerce marketing strategies.


Looking ahead to 2024 and beyond, e-commerce marketing strategies are set to evolve rapidly, driven by emerging technologies and changing consumer expectations. Marketers will increasingly rely on artificial intelligence and machine learning to deliver highly personalised experiences, while augmented and virtual reality will provide new ways for customers to interact with products online.

As privacy concerns continue to shape the digital landscape, brands will need to prioritise transparency and build trust with their audiences. Social commerce, along with influencer and community-driven marketing, will remain essential for creating authentic connections and driving growth. Ultimately, the most effective e-commerce strategies will be those that embrace innovation while staying attuned to the evolving needs and values of consumers.

With the prevalence of online shopping in the current business landscape, businesses are now starting to catch on by creating an online presence that demands advanced payment solutions and sophisticated e-commerce marketing strategies to stay ahead of the curve.

Keeping these strategies in mind, there is more to e-commerce marketing besides just simply having a digital space to sell products online. Businesses and brands still have to properly interact and cater to the needs of their consumers behind their screens.

As part of our E-Commerce Marketing Series interviews, we spoke with Emmanuel Cruz, e-commerce lead at Mondelēz Philippines, to learn more about his insights on how e-commerce marketing strategies should be based on consumer behaviour, as well as how e-commerce affects businesses and brands, and the trends that dictate what’s next to come for it. 

E-commerce pros and cons within F&B

The e-commerce marketing landscape is significantly dynamic, which is matched by the agility of brands and businesses to become agile to catch on what is currently relevant.

For Cruz, this is a challenge because strategies and plans are constantly pivoting, especially for multinational corporations such as Mondelez, wherein these shifts require a lot of internal alignments and approvals which can take up quite some time.

Additionally, he mentioned that there are also other challenges, such as finding the right mix of assortment to differentiate a brand across different platforms, the rising costs on operations to fulfil orders on new platforms, and the investment on traffic, media and even promos.

These challenges may seem as an obstacle for many, but Cruz says that it can present itself as an opportunity in the online space if brands and businesses act quickly to reap its rewards within a new platform.

“ This can be seen as an opportunity because most brands usually benefit from a first-mover advantage when it comes to new platforms. Less competition means more saliency and even less investments needed,” he said.

Adapting to evolving e-commerce 

As consumer behaviour moves alongside the dynamic landscape of e-commerce marketing, Cruz mentions that e-commerce marketing strategies should always be based on consumer and shopper behaviour.

“From platform availability, assortment, pricing, content and promos, all these should always be based on the consumer,” stated Cruz.

In order to achieve this, Cruz shared that a robust end-to-end omnichannel approach should be present to understand the interplay of offline and online consumer behaviour.

Talking about how this should be applied, Cruz mentioned, “Online and offline strategies should be integrated, never on silo. The occurrence of browsing online and checking out offline (and vice-versa) is more and more apparent post-pandemic.”

This approach leads to an easier understanding of customer behaviour, wants and interests, which means that brands can seamlessly pivot and tailor-fit messaging, communication, promos and recommendations. To enhance this, Cruz said that customer data should be maximised to increase basket size or assortment, improve repeat purchases and overall build loyalty with customers.

“AI makes it even easier for brands to do so, and even if we’re not yet that deep into utilising advanced AI, we still use data to get insights and refine our activities to optimise our investments,” he added. 

The future of e-commerce in F&B

When asked about his insights for the future of e-commerce marketing in the F&B industry, Cruz commented on the prominence of social commerce as one of the biggest trends in F&B at the moment. 

As a rapidly growing branch of e-commerce that uses social networks and digital media to facilitate transactions, social commerce allows for businesses and brands to increase their reach even further, and reach out more to younger or emerging consumers.

“However, as more and more brands get onboarded on this platform, competition will become even tighter, with brands fighting neck and neck on live platforms and on their promos,” he added.

Furthermore, Cruz also mentioned that there will be a more seamless omnichannel approach that brands and businesses need to employ as e-commerce platforms provide not just online sales but influence offline decisions and pre-purchase.

“Brands within the F&B industry need to be in-tune for what’s next to come in terms of e-commerce marketing strategies, as e-commerce platforms are becoming not just a point-of-sale but more so a channel for brand and product discovery that affects purchase decisions offline,” Cruz concluded.


MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in Malaysia 2024 conference on July 25, 2024 at Sheraton Petaling Jaya and the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.

Pakistan – Global snacking company Mondelēz has appointed Sami Wahid, its former strategy lead for the Middle East, North Africa, and Pakistan (MENAP), as the new managing director for Pakistan.

Wahid brings over 17 years of experience in the fields of marketing, sales, and strategy. He has a long association with Mondelez International, starting back in 2015 where he became part of the organization and have overlooked various responsibilities across many markets. During his most recent role at Mondelez, he has steered and transformed the company through the challenging times of the pandemic.

In his new role, Wahid will be responsible for Mondelēz Pakistan’s overall business strategy and commercial offerings.

Commenting on his appointment, Wahid said that it is an honour to take on the new role, especially at a time when there are growing opportunities and promising business avenues for Pakistan.

He further shared that they have built a strong foundation for the company in the past years which is envisioned to grow even further through tactful and strategic means.

“My aim is to bring the years of knowledge and experience of multi-markets & categories to further accelerate the company’s growth via deepening our connection with consumers and expanding our footprints into evolving channels, as well as focusing on our team development,” said Wahid.