When it comes to producing advertisements that strike a chord with the masses, Cadbury is arguably second to none. Over the years, the brand has focused on portraying moments that the audiences can relate to, and in its latest advertisement, Cadbury has left people drowning in nostalgia.
In 1994, we saw the launch of Cadbury Dairy Milk’s iconic campaign ‘Asli swad zindagi ka’ which held before us a different way in which a chocolate could be perceived. The campaign went viral within no time and is still fresh in the minds of people.
Now, backed by Ogilvy, Cadbury has released a refined version of that advertisement, upholding the idea ‘Waqt badla hain, zindagi ka swaad nahin’ which is a part of the brand’s current generosity narrative of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’.
In the new version of the ad, Ogilvy has brought in a twist that showcases how women are now at par with men in every aspect of life and Cadbury’s campaign, called ‘Good Luck Girls‘, aims to celebrate that.
The previous advertisement, released 27 years ago, saw a girl invading the pitch with a chocolate after her boyfriend scored a ton, but this time it is the other way round: a girl is seen smashing the ball out of the boundary and her boyfriend storms onto the field to dance with her with a chocolate in hand. The advertisement is portrayed through the game of cricket – a field in which women have been doing exceptionally well over the past few years.
In today’s world, sport is no longer limited to men as women are coming up not only in cricket but also other, relatively lesser-known sports, and India is no exception.
Talking about the television commercial, Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India, quoted:
“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.”
Creative agency: Ogilvy India
Senior Lead and Creative Team:
Piyush Pandey – Chairman Global Creative and Executive Chairman India, Ogilvy
Hephzibah Pathak – Vice Chairperson and Chief Client Officer, India
Sukesh Nayak – Chief Creative Officer, India
Harshad Rajadhyaksha – Chief Creative Officer, India
Kainaz Karmakar – Chief Creative Officer, India
Tanuja Bhat – Executive Creative Director
Siddhesh Telang – Group Creative Director
Swagata Banerjee – Creative Director
Samyu Murali – Art Director
Ogilvy Account Management:
Prakash Nair – Associate President & Integrated Brand Team Leader
Antara Suri – Senior Vice President
Parshuram Mendekar – Client Services Director
Manseerat Sethi – Account Supervisor
Ganapathy Balagopalan – Head of Strategic Planning, Ogilvy Mumbai
Bhakti Malik – Vice President, Planning || Prasidh Dalvi – Planning Director
Production House – Good Morning Films
Director – Shashanka Chaturvedi
Producer – Robin D’Cruz: