Cadbury updated its 1993 Indian ‘Cadbury Cricket’ advert for a gender-reversed 2021 commercial called #GoodLuckGirls celebrating female cricketers and promoting Dairy Milk.
Working with agency Ogilvy India, the Mondelez-owned brand reimagined one of the most famous Indian ads (in which a girl dances on a cricket pitch to celebrate her boyfriend’s century) for a new, more gender equal era with the 2021 version featuring a woman hitting a century and her boyfriend jumping on to the field to dance and celebrate her performance.
The hero TV campaign, launched on 17 September, is supported by a PR push and social content linked by the #GoodLuckGirls hashtag for an initiative which the brand and agency believes celebrates contemporary cricket and modern day India.
The creative invites viewers to join Cadbury Dairy Milk in celebrating and cheering for the women who are making spectacular success stories and emerging as powerful role models for the youth.
Join Cadbury Dairy Milk in celebrating and cheering for our girls who are making spectacular success stories and emerging as powerful role models for the youth.#CadburyDairyMilk #GoodLuckGirls #KuchAchhaHoJaayeKuchMeethaHoJaaye pic.twitter.com/b0g4dRo9DJ
— Cadbury Dairy Milk (@DairyMilkIn) September 17, 2021
“From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporizing an iconic campaign is our way of recognizing the changing times and extending support to all the women trailblazers,” explained Mondelez Indian Senior Director Of Marketing Anil Viswanathan. “An extension of our ongoing generosity narrative, the film also lands the message of how taking small yet significant steps to acknowledge the achievements of women would make the world a better place to live in. We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one.”
“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,” said Piyush Pandey, Chairman Global Creative & Executive Chairman of Ogilvy India. “I am delighted that the team at Mondelez and at Ogilvy has made this magic, made it relevant, exciting and so did Cadbury, in its bold and front foot fashion.”
Chief Creative Officers Ogilvy India Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar 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 campaign was created by a team at Ogilvy India which included Piyush Pandey (Chairman Global Creative & Executive Chairman), Hephzibah Pathak (Vice Chairperson & Chief Client Officer), Sukesh Nayak (Chief Creative Officer), Harshad Rajadhyaksha (Chief Creative Officer), Kainaz Karmakar (Chief Creative Officer), Tanuja Bhat (Executive Creative Director), Siddhesh Telang (Group Creative Director), Swagata Banerjee (Creative Director), Samyu Murali (Art Director), 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) and Bhakti Malik (Vice President of Planning) and Prasidh Dalvi (Planning Director).
The production house was Good Morning Films with Director Shashanka Chaturvedi and Producer Robin D’Cruz.
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