- In 1994, confectionery giant
Cadbury Dairy Milklaunched an iconic commercial featuring model Shimona Rashidancing unabashedly in a cricket stadium full of people.
- As a tribute to women athletes, the chocolate brand has recreated its iconic advertisement.
- It aims to celebrate and cheer women and girls who are making spectacular success stories and emerging as powerful role models for the youth.
We still haven’t been able to get over her running past security onto the field and breaking into an adorable victory dance with the “asli swaad zindagi ka” jingle, made unforgettable by singer Shankar Mahadevan, playing in the background. It was also a critical moment for Cadbury as it was trying to reposition the brand into the market. Its purpose was to change the perception that chocolates are only for children.
With this iconic advertisement, Cadbury Dairy Milk changed the chocolate industry completely and expanded its reach. At that time, when all advertisements sold the products directly with an in-your-face approach, Piyush Pandey’s one advertisement challenged common perception and had a revolutionary impact on how ads were made as the commercial barely had a few glimpses of the chocolate itself.
It’s 2021 and the brand and
Commenting on the campaign, Anil Viswanathan, Senior Director – Marketing,
The film conceptualized by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning run and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where women are breaking barriers and pursuing all their dreams.
Brains behind the first ad and second, Piyush Pandey, Chairman of Global Creative & Executive Chairman, India, said, “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion.”
Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India, added, “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all girls’ team who thought of it and hats off to Bob from Good Morning Films for making it so well.”
The advertisement won over a million hearts with simple yet appealing storytelling in the ’90s and it is back to win our hearts yet again.