Remember the good old days of watching commercials on television and being blown away by the emotions. It was one such ad in the 1990s, that not just catapulted model Shimona Rashi to fame (read: Cadbury girl), but also popularised Dairy Milk among adults.
The ad, created by ad agency Ogilvy, had won several hearts then, and now decades later, Cadbury’s masterstroke of reviving the ad with a gender-swap has left social media swooning.
The original showed Rashi, dressed in a floral outfit, sitting on the stands and watching a cricket match with a bar of Cadbury Dairy Milk in her hand. As her (presumably) cricketer boyfriend hits the winning six, she runs past security, dancing on the pitch to celebrate the moment, as the jingle ” Asli swaad zindagi ka” plays in the background.But, well it is 2021. And the much-needed spotlight is finally on women. From our cricket team to hockey stars, shuttlers to weight-lifters, India’s girls are out to win glory.
And the ad couldn’t have been better timed.
The new ad shows the striker’s boyfriend sitting in the stands with a bar of Dairy Milk in his hand. When his (presumably) girlfriend scores the winning six, he runs to the pitch, recreating the iconic dance, and once again the jingle ” Asli swaad zindagi ka” plays on.
Cadbury posted the ad on Twitter, writing, “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”Social media was abuzz with praise for the confectionery brand, who seems to have hit it out of the park with this move.
Businessman and polo player Sanjay Kapur called it a “brilliant twist” and lauded the brand for the “nice gesture.”Communications strategy consultant and author Karthik Srinivasan said this twist was long overdue.
“Oh wow!! Take a bow, Cadbury Dairy Milk and Ogilvy 🙂 A simple, obvious twist that was long overdue, and staring right at all of us all this while!,” Srinivasan tweeted.Mediacorp executive Parminder Singh called it an “iconic campaign” with “a contemporary twist and so many relevant messages.” Achyuta Samanta, founder of the Kalinga Institute of Industrial Technology and the Kalinga Institute of Social Sciences said the “change in perspective highlights that the world is moving towards #genderequality in the sporting arena.” but added that there is still a long way to go. Film-maker Tahira Kashyap also took to the micro-blogging site to show love for the new ad.