KYOORIUS ADVERTISING AWARDS - Creativity For Good (Brand Led Campaign)

#GoodLuckGirls - Mondelēz India - Cadbury Dairy Milk JPG
#GoodLuckGirls - Mondelēz India - Cadbury Dairy Milk MP4 2m:07s

Brand: Cadbury Dairy Milk
Client: Mondelēz India
Entrant: Ogilvy India

#GoodLuckGirls - Cadbury Dairy Milk - Mondelēz India

Baby Brass Elephant

Entry Title: #GoodLuckGirls
Brand: Cadbury Dairy Milk
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: India is a patriarchal society. Many things that ought to have changed long time ago, still haven’t. For example, Women are still not treated as equals.
Nowhere is this more evident than in sports. Women’s sporting leagues rarely get the same support, media attention, sponsorships, fan love that men’s leagues get and funnily enough, even from women. The Indian Premier League is a perfect example of this. It is a men’s only league and has all the eyeballs, money, media and consumer attention, while the national women’s cricket team despite performing brilliantly, ignored by cricket fans, brands and media alike. This gender apartheid is tragic.
While brands are increasingly standing up for gender equality, their approach is often preachy and their campaigns put men on the dock, turning them into villains. Arguably that isn’t required. Getting men to change, treat women as equals should be made desirable rather than forced.
In 1994, Cadbury Dairy Milk had created a cricket film that went on to become one of India’s most iconic films of liberalised India.
We reimagined this for 2021, to reflect the more equal world that young Indians sought today.
So, the story and its treatment of the old film was retained, but only this time the player on the cricketing field changed from a man to a woman. The adoring girlfriend who jumped into the field to celebrate his win with a wild, crazy dance in the old commercial became an adoring boyfriend.
The commercial ended with #GoodLuckGirls, a message that soon became a loud cheer for women from all walks of life. Released on the eve of Women’s Cricket Team leaving for their international tour creating a strong engagement trigger. The juxtaposition of old and new, stoked both nostalgia and progress at once.
Company Credits: Ogilvy India - Mumbai
Company Credits: Wavemaker India - Mumbai
Company Credits: Good Morning Films - Mumbai
Individual Credits: Piyush Pandey, Global Creative & Executive Chairman, Ogilvy
Individual Credits: Kainaz Karmakar, Chief Creative Officer, Ogilvy
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy
Individual Credits: Sukesh Nayak, Chief Creative Officer, Ogilvy
Individual Credits: Tanuja Bhat, Senior Executive Creative Director, Ogilvy
Individual Credits: Siddhesh Telang, Group Creative Director, Ogilvy
Individual Credits: Swagata Banerjee, Creative Director, Copywriter, Ogilvy
Individual Credits: Samyukkta Murali, Art Director, Copywriter, Ogilvy
Individual Credits: Hephzibah Pathak, Vice Chairperson & Chief Client Officer, Ogilvy
Individual Credits: Prakash Nair, Associate President & Integrated Brand Team Leader, Ogilvy
Individual Credits: Antara Suri, Senior Vice President, Ogilvy
Individual Credits: Parshuram Mendekar, Client Services Director, Ogilvy
Individual Credits: Manseerat Sethi, Account Supervisor, Ogilvy
Individual Credits: Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy
Individual Credits: Bhakti Malik, Vice President Planning, Ogilvy
Individual Credits: Prasidh Dalvi, Planning Director, Ogilvy
Individual Credits: Shashanka Chaturvedi, Director, Good Morning Films
Individual Credits: Robin D'Cruz, Producer, Good Morning Films
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