Storyboard | Mondelez and Ogilvy remake the iconic Cadbury ‘Cricket' ad, but with a twist

#Advertising, #Cadbury, #Cadbury's, #Mondelez, #Ogilvy, #Piyush Pandey, #Storyboard

(Image: screen grab)

As a ’90s kid, the memory of an ad remains etched in my mind. Back then, every time an ODI cricket match played on Doordarshan, I remember eagerly waiting for the between-two-overs commercial break to see this film, again and again.

It was the Cadbury’s ‘Cricket’ commercial where a girl runs onto the field and breaks into an absurd but wonderfully heartwarming dance during a match.

But it’s not just ’90s kids who fondly remember the ad. The ad’s appeal has transcended generations.

In an interview with Storyboard, the iconic ad’s creator, Ogilvy’s Piyush Pandey, says that when he speaks at management schools today and the frame of the girl dancing on the cricket field appears, all the students go mad. And the thing is they weren’t even born back then!

Almost three decades after the film’s release, Cadbury’s owner Mondelez and Ogilvy have come together to recreate the magic. This time with a twist. Instead of a young man hitting the boundary, a young woman in cricket gear hits the shot. And it’s the man who dodges a security guard to run onto the field and do a celebratory dance.

Speaking about recreating the film, Anil Viswanathan, senior director – marketing, Mondelez India, tells Storyboard, “It was a young creative in Ogilvy who came up with the idea and we instantly loved it. Clearly that ad was iconic, it created a trend and it was culture leading at that point in time and we feel that this representation also has the potential to be culture leading.” He adds, “It is topical, celebrates women achievers in sports and women achievers in life.”

Then & Now

The original commercial came at a time when the country was going through a period of significant change. In a way, the film reflected the mood of the nation – hopeful and joyful, despite the uncertainty of that post-economic liberalisation era. Drawing a comparison between the past and present era, Pandey, who is Ogilvy’s chairman of global creative and executive chairman, India, says, “Back then, the mood was about optimism of flying, now it is about optimism of coming out…”

Pandey recalls how the original was created with music composer and the godfather of Indian jazz, Louis Banks. After writing the lyrics, Pandey recorded the song with Banks. The first version was in English. It was only after they finished recording it that Pandey sat down and used the same score to write a version in Hindi. And it worked much better. Pandey thinks back to that moment when he decided to go with the Hindi lyrics: “It was a competitive situation and I was going into a pitch for this ad and I knew the client is not going anywhere, the account is not going anywhere else.”

Ogilvy had a real problem to solve for Cadbury. Back then, the brand had a huge base of children consuming Cadbury Dairy Milk, but it also wanted many more adults to eat chocolate and buy into its flagship brand. “My interpretation, which was expressed through this ad, was ‘there is a child in each one of us’. That’s how it happened,” says Pandey.

Today, the objective is “to sustain the momentum around the brand, around the festive season and take it to the next level,” says Vishwanathan.

We ask Pandey about his reaction when he watched the remake. “I am thrilled,” he tells us, “The moment you hear the music and see a girl playing cricket, you say to yourself ‘hello, this is something new’. It is a very brave thing done by the team, a youngster, led by Harshad, Kainaz and Sukesh. To touch an iconic thing is a brave move. Lots have worked and lots have failed. But when I saw the finished product, I was blown away. It was culture changing then and it is culture changing now.”

Internet Explorer Channel Network
News Related


Southwest Airlines Is Giving Out Vouchers for Passengers Caught in Cancellation Chaos

The past weekend was a disaster of sorts for Southwest Airlines. The Dallas-based airline has canceled more than 2,000 flights since Saturday, disrupting travel plans for thousands of customers. Now, the ... Read more »

Mark Cuban Heralds Ethereum, Bitcoin

Mark Cuban has some advice for people who are new to investing in cryptocurrency. SOPA Images | Getty Images “As an investment, I think ethereum has the most upside,” he ... Read more »

Cloud Kitchens Entrepreneurs Share New Trends In The Space

Cloud kitchens are today in vogue. As customers prioritize health and hygiene over other things, ordering food seems to be a safer option. And, they do not seem to mind ... Read more »

How the 'Death' of Journalism Means More Accurate News

The internet brought many benefits into our lives, but it also came with new concerns, such as misinformation and fake news. Readers are growing wise to the deceptions out there, ... Read more »

The Rise of Retail Investors as the New Powerhouse Traders

Retail investors are the newest wave on Wall Street. Over the past 12-18 months, “armchair trading” became mainstream. In other words, retail investors who make investment decisions without regard to ... Read more »

Bewakoof: A Brand That Is As Unique As The Name

Bewakoof, the name itself stands apart. It is definitely not one of the run-of-the-mill names. It’s quirky, youthful, unique and attracts your attention immediately.  Company Handout For this direct-to-consumer (D2C) ... Read more »

Elon Musk Had a Few (Surprisingly Gracious) Words for William Shatner Ahead of Space Flight

William Shatner is now officially the oldest person to travel into space at age 90, thanks to a successful launch on Wednesday in the New Shepard rocket ship alongside three other crew ... Read more »

Unemployment Claims Fall to Lowest Level Since Beginning of COVID-19 Pandemic Last Year

Initial jobless claims dropped below 300,000 for the first time since the first part of the COVID-19 pandemic when lockdowns were commonplace, according to a report released by the Labor Department on Thursday. The ... Read more »

Elon Musk Relists Silicon Valley Home at Discount

Elon Musk’s Silicon Valley home is back on the market, but the billionaire reduced its price.  Anadolu Agency | Getty Images It was originally listed for $37.5 million, but its ... Read more »

What Makes Dubai the Most-Preferred Investment Landscape for Indian HNIs

Where you invest your money matters, and specific regions may offer investors more than others opening opportunities to increase returns and gain a substantial footing. Dubai is proving to be ... Read more »

American Households' Heating Bills Are Expected to Spike This Winter: Federal Agency

The average heating cost for a U.S. household is forecasted to see a double-digit increase this winter, according to the U.S. Energy Information Administration (EIA) in its October winter fuels ... Read more »

These Are the Most Hated Brands in Every Country in the World (Infographic)

There’s nothing that brings people together like a shared hatred, even if the enemy is an entity rather than a person. Social media means everyone’s a critic, and there’s almost ... Read more »

Prince William Slams Space Billionaires, Says We Need to Focus on Saving Earth

One day after Star Trek actor William Shatner became the oldest person to go to space, traveling aboard Amazon founder Jeff Bezos‘ Blue Origin rocket and capsule, Prince William criticized those ... Read more »

India slips to 101st rank in Global Hunger Index 2021; behind Pakistan, Bangladesh and Nepal

Representational image. India has slipped to 101st position in the Global Hunger Index (GHI) 2021 of 116 countries, from its 2020 position of 94th and is behind its neighbours Pakistan, ... Read more »

Coldplay releases details of their sustainable 2022 world stadium tour

Chris Martin of Coldplay performs onstage during Global Citizen Live, New York on September 25, 2021 in New York City. AFP. Coldplay has announced details of their 2022 world stadium ... Read more »

Aryan Khan sent back to jail as court reserves order on bail plea till October 20

Aryan Khan. Image source: Instagram A Mumbai Special NDPS court on October 14 reserved order for October 20 on the bail application of Bollywood superstar Shah Rukh Khan’s son Aryan ... Read more »

Storyboard | Tata Motors appoints Shubhranshu Singh as VP Marketing - domestic and IB

In his new role at Tata Motors, Shubhranshu Singh is expected to build ‘one marketing team’ across business units. Shubhranshu Singh, global head of marketing at Royal Enfield has joined ... Read more »

Apple event: AirPods 3 could launch alongside M1X MacBook Pro

Apple has announced a special event on October 19, where the company is expected to announce its new MacBook Pro. The company will debut its premium MacBook models with a ... Read more »

Storyboard | redBus gets a post-pandemic boost from smaller cities and towns

A still from one of two 30-second commercials launched by redBus, to outline the benefits of online ticket booking compared with offline methods. Online bus ticketing platform redBus has moved ... Read more »

Google Pixel 6 running Android 12 may get up to 5 years of software support

Google Pixel 6 launch is scheduled for October 19. Though the company has revealed some of the key Pixel 6 specifications and features, it will announce the Pixel 6 Pro ... Read more »

The Heated Politics Of The Timber Industry — And The Man Who Is Its Future

John D. Rockefeller became the richest person in history by revolutionizing the oil and gas industry. One hundred and fifty years later, Elon Musk is in the running for that ... Read more »

Kerala Lottery Result: ‘Karunya Plus KN-390' winners to be declared at 3 pm

Kerala had set up India’s first lottery department in 1967. Kerala Lottery Result October 14: The Kerala State Lottery Department will announce the winners of the ‘Karunya Plus KN-390’ lottery at ... Read more »

August Sets Record for Most Americans Quitting Jobs

August broke records for how many Americans quit their jobs, according to a new report from the Department of Labor.  Xinhua News Agency | Getty Images In total, 4.3 million ... Read more »

William Shatner Moved to Tears After Trip to Space: 'I Hope I Never Recover From This'

Life has officially imitated art as Star Trek star William Shatner launched into space alongside Blue Origin founder Jeff Bezos on October 13. Anadolu Agency | Getty Images Shatner and ... Read more »

Elon Musk Hosts a Rave For 9,000 People to Celebrate the Opening of Tesla's Berlin Gigafactory

Over the weekend, Tesla CEO Elon Musk played the role of Gatsby and threw a party for 9,000 people in Gruenheide, Germany. Musk hosted the event — complete with decorations ranging from flashing lights ... Read more »

Ghost Kitchens On Cloud Nine

COVID-19 has pushed the food and beverage (F & B) sector towards cloud kitchens faster than we imagined. Called a new trend some years ago, cloud kitchen is a reality today. ... Read more »

7 Signs Your Employees are About to Quit

Not all employee turnover is bad, but according to a recent survey by Microsoft, more than 40% of workers are considering leaving their jobs this year. In addition, according to the U.S. Bureau ... Read more »

Latest: Gabby Petito Died of Strangulation by Human Force

Teton County, Wyoming coroner Brent Blue offered more heartbreaking information on 22-year-old Gabby Petito’s death, which was determined to be a homicide by strangulation on Tuesday. Octavio Jones | Getty ... Read more »

Will Business Travel Ever Return to Normal?

One of the most remarkable indicators of the pandemic’s impact on business came last spring when the Global Business Travel Association reported a nearly 90 percent drop in business travel. By ... Read more »

Bobby Flay Asked for a $100 Million Contract Before Leaving Food Network

After nearly 30 years, Bobby Flay and the Food Network are parting ways over a contract dispute, Fox Business reports.  The celebrity chef requested a $100 million deal, more than the network ... Read more »

US Consumer Prices Surge Higher Than Expected, Hit 13-Year High

Consumer prices rose by more than expected in September as food and energy costs surged, new government data show. According to the latest Bureau of Labor Statistics (BLS) data, the annual inflation rate ... Read more »

William Shatner, TV's Capt. Kirk, boards rocket for blastoff

This undated photo made available by Blue Origin in October 2021 shows, from left, Chris Boshuizen, William Shatner, Audrey Powers and Glen de Vries. (Image: AP) Hollywood’s Captain Kirk, 90-year-old ... Read more »

What's more important for your ads – creativity or strategy?

Identifying what makes an advertisement effective is easier than creating one. The jury is still out on this one: In advertising, is creativity more important than strategy? As an analogy, ... Read more »

Mumbai Cruise Drug Bust case | Court adjourns bail plea hearing of Aryan Khan and two others to October 14

Aryan Khan. Image source: Instagram Mumbai Sessions Court has adjourned the bail plea hearing of actor Shah Rukh Khan‘s son Aryan Khan to October 14. The court was hearing the ... Read more »

Explained | What is UNSC Resolution 2593 and how will it contain the Afghanistan crisis?

A girl sits between concrete barriers in Kabul, Afghanistan October 7. (Image: Reuters) Prime Minister Narendra Modi called on G20 leaders to fulfil United Nations Security Council Resolution 2593 to ... Read more »

Immigration series | All about moving to Greece

(Representative image: Athens, Greece). The Greece residence permit can be renewed every five years, and foreign investors who wish to continue living in Greece can apply for citizenship after seven ... Read more »

Storyboard | IPL and T20 World Cup are the starters this festive season

With the IPL from September 19- October 15, 2021 T20 World Cup from October 17-November 14, and Diwali on November 4, there’s no break for those who make commercials for ... Read more »

Hello World | Digital India's low trust problem is at its worst

Note to readers: Hello world is a program developers run to check if a newly installed programming language is working alright. Startups and tech companies are continuously launching new software to ... Read more »

Data-centric models will raise the effectiveness of ESG models and push sustainability agenda: Experts

The Environmental, Social and Governance (ESG) assets are growing steadily across the world. As per Refinitiv Lipper Funds data, the estimated ESG AUM will touch a whopping $50 trillion figure ... Read more »