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.”

 

Credits

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

 

Creative:

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

 

Ogilvy Planning:

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: