: 28 Years Apart: The Story Behind the Iconic Cadbury Cricket Ad – Then v/s Now #IndiaNEWS #Campaign Feature From directing the campaign on Zoom to rapid COVID-19 tests now to natural takes of Shimona

28 Years Apart: The Story Behind the Iconic Cadbury Cricket Ad – Then v/s Now #IndiaNEWS #Campaign Feature
From directing the campaign on Zoom to rapid COVID-19 tests now to natural takes of Shimona dancing back then the story behind both the ads is equally tantalizing and Team Ogilvy both shares with us.

Indian ads from the 90s are not only a testimony to the foot-tapping jingles and heartwarming stories but also to ads with high stackability ones that have been etched in our memories as consumers and as members of the A&M industry. The Cadbury cricket ad one where Shimona Rashi danced her way into our hearts is one such gem.

Cut to 2021, the iconic campaign is recreated with a twist and has tugged at the nation’s heartstrings with undeniable nostalgia.

Piyush Pandey, Chairman, Global Creative and Executive Chairman, Ogilvy, Kainaz Karmakar CCO, Ogilvy India, Harshad Rajadhyaksha CCO, Ogilvy India, and Sukesh Nayak CCO, Ogilvy India take us behind the scenes giving a view of what went behind imagining and reimagining the campaign, 28 years apart.

How it all began

At a time when the society was rife with taboos and modernization capped with economic liberalization had just begun, there was a refreshing emotion associated with the 90s Cadbury Ad. Taking us behind the manifestation of the film, Pandey shared how adults back then considered chocolates to be only meant for kids. “What we were trying to do is get adults back into eating chocolates. ???

“We wanted to establish that there is a child in each one of us. That was our strategy for the ad???, he says.

Pandey highlights why they chose a girl to dance with glee as it was not the norm back then. “We wanted to surprise people and depict the freedom of expression without overtly trying to make a social statement. But we believed that it was a fresh thing to dl??HY????????[?K?????[??8?&?X[[?x?&H??[??H??Z[?[?[[Y[?[?HY?[?^H^Z[??8?'?[??H?[X?Y?[[?H??K]??????Y?]?H?[?Y????X??[???Y[?H????[??^???]?Y[[?????H?]?]?Z[??????[??]8?&???H??[?????K?8???????HXZ?[???HYH??[?HX[HY[???X?Y?YY???]?H[?H??[?????]??][????[??Y??H??X[????X?K?????[?^H^????8?'HL( ?Bv26??V6?g&??F?R?V'BF?B???V??Rv?V?B??RF?w&?FR&???&?WB?B??&????2????V'B?(?????F?R##VF?F?????7V???r&?WBF?R&V???B?F?R?66V?W>( ??V6F?FW2??&??"6?&W2F?R??W2?bF?R?v??g???WF?( 27vF??F?B6?Rg&??F?R7&VF?fRFV?v??f?'7B6?RWv?F?F?R( ?7&???FV?bg&W6?F?Rf?"F?R6?76?2Bf????B&?V?6VB?B?fbF?F?V?&?B?T4B??v??g???F?