This is one of the most iconic commercials of the 90s and Cadbury Chocolates now comes up with a recreated version with an amazing tweak. The new ad retains its nostalgia and, at the same time, feels like a new flick of time. The ’90s advertising, something special, was from a time when the company’s customer base was limited to kids, and Cadbury wanted to spread its wings to the adult age group as well.
In the ad, a girl is eagerly waiting for the last ball to be played in a cricket match. She is eating a Cadbury chocolate and cheers as soon as the batsman hits the ball outside the boundary. She comes to the field, dodges to safety, and dances with abandon.
The new ad replaces the male cricketer with a female, and the celebratory dancer, who was a female in the ’90s, with a male. The ad’s take on modern gender roles has garnered praise from all quarters.
Karthik Srinivasan, a renowned columnist and a former Ogilvy employee, shared the ad on Twitter saying, “Take a bow, Cadbury Dairy Milk and Ogilvy. A simple, obvious twist that was long overdue, and was staring at us all at the moment. “
oh wow!! Take a bow, Cadbury Dairy Milk and Ogilvy A simple, obvious twist that was long overdue, and has us all staring at the moment! pic.twitter.com/Urq8NXtg7W— karthik (@beastoftraal) September 17, 2021
The Cadbury ad caught the attention of Indian spinner Ravichandran Ashwin, and he couldn’t resist a retweet. In the caption, Ashwin said, “Wow! Well plaid, Cadbury. So happy that my daughters will grow up seeing this.”
Wow !! Well played Cadbury. so happy that my daughters will grow up seeing this https://t.co/JsDUGb3I7h– Put on a mask and get your vaccine 🙏🙏🇮🇳 (@ashwinravi99) September 17, 2021
Advertisements, both old and new, represent a change in times. Ogilvy’s Piyush Pandey, producer of the ad, told Moneycontrol, “The mood at that time was about optimism, now it’s about optimism to come out.” Pandey points to the difference in the eras when the two commercials were released. While the former was released at a time when the nation was optimistic about the post-liberalisation development, the latter celebrates a time when women players are bringing a lot of pride to the nation.
Anil Viswanathan, Senior Director, Mondelez India, which owns the Cadbury brand, explained how the new version of the ad originated from a young creative at Ogilvy and became an instant hit. Anil said the ad celebrated the achievement of women in sports and in life.
Ashwin was not the only one impressed with the new version of the Cadbury ad. Writer and filmmaker Tahira Kashyap Khurrana also shared it and wrote in the caption, “Love it.”
Let’s take a look at some of the more interesting reactions.
This is a good and a bad message at the same time. It’s great to see the ad, trying to break the gender shackles, but it’s absolutely horrifying to send the message that a fast bowl can be played without wearing a helmet! The rules of the game have changed since the last ad was made. – Sayantan (@jojogotschwifty) September 17, 2021
Very good. However in today’s world that man will be dragged from the point of view of security. – Vikram Mohan (@TheVikramMohan) September 17, 2021
The boy also copied the dance steps which the girl did. old is gold. New looks like it was made by peer pressure- L (@L883Z) September 17, 2021
Really cute! She was the better dancer, but that’s okay. Nice move. – Donny Kuriakos (@kdony) September 17, 2021
We are still riding the train of nostalgia. What do you think about advertising?
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