The new ad is well-timed with the cricket season with the Indian Premier League starting on 19 September and the Indian women’s cricket team touring Australia later this month.
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New Delhi: Those growing up in the 1990s are unlikely to have forgotten Cadbury Dairy Milk’s chocolate ad set in a cricket stadium where a young woman runs past the security, disrupts the match and dances merrily on the ground to celebrate her boyfriend’s winning runs with a Dairy Milk in her hand.
Snacks and foods firm Mondelez India, known for Oreo cookies and Cadbury chocolates, on Friday released a fresh take of its iconic ad, reversing the gender roles where the boyfriend does a little jig to celebrate his girlfriend’s winning shot in a packed cricket stadium. Though the film ends with #GoodLuckGirls, the melodious jingle and tagline, “Asli Swad Zindagi Ka", remain the same.
The digital film, released on Friday morning, has got the advertising world talking. The television commercial is set to make its debut on Kaun Banega Crorepati on Sony in the evening. Though Mondelez does not spell it out, the new ad is well timed with the cricket season with the Indian Premier League restarting on 19 September and the Indian women’s cricket team touring Australia later this month.
The campaign brings back nostalgia and adds a contemporary twist, the company said. It captures the times we are living in and what are girls are achieving every day, it 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," said Anil Viswanathan, senior director, marketing, Mondelez India.
“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," he said.
It needed a brave client in 1993 to go ahead with the original Cadbury cricket film that became so popular, said Piyush Pandey, chairman of Global Creative, and executive chairman, India, at Ogilvy, which has conceptualized the film. “It needed an even braver client to attempt something with an iconic film and make magic out of it," he said.
Others in the world of advertising have also lauded the film.