Cadbury has rolled out a film that reimagines its cricket film from 1994.
Conceptualised by Ogilvy, the film features a women's cricket match. A man in the stands who is enjoying a Cadbury Dairy Milk intrudes the pitch soon after his partner hits the winning runs. The film ends with the message #GoodLuckGirls.
In 1993, a girl danced her way on a cricket pitch to celebrate her boyfriend’s century.
Anil Viswanathan, senior director – marketing, Mondelez India, said, “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, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers. 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.”
Piyush Pandey, chairman global creative and executive chairman India, Ogilvy, 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 and at Ogilvy has made this magic, made it relevant, exciting and so did 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.”
Creative agency: Ogilvy
Chairman global creative and executive chairman India, Ogilvy: Piyush Pandey
Vice chairperson and chief client officer, India: Hephzibah Pathak
Chief creative officers: Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar
Executive creative director: Tanuja Bhat
Group creative director: Siddhesh Telang
Creative director: Swagata Banerjee
Art director: Samyu Murali
Associate president and integrated brand team leader: Prakash Nair
Senior vice president: Antara Suri
Client services director: Parshuram Mendekar
Account supervisor: Manseerat Sethi
Head of strategic planning, Ogilvy Mumbai: Ganapathy Balagopalan