Kyoorius Advertising Awards
Creativity For Good
Brand Led Campaign
KYOORIUS ADVERTISING AWARDS - Creativity For Good (Brand Led Campaign)
Brand: Cadbury Dairy Milk
Client: Mondelēz India
Entrant: Ogilvy India
Baby Brass Elephant
|Cadbury Dairy Milk
|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.
|Ogilvy India - Mumbai
|Wavemaker India - Mumbai
|Good Morning Films - Mumbai
|Piyush Pandey, Global Creative & Executive Chairman, Ogilvy
|Kainaz Karmakar, Chief Creative Officer, Ogilvy
|Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy
|Sukesh Nayak, Chief Creative Officer, Ogilvy
|Tanuja Bhat, Senior Executive Creative Director, Ogilvy
|Siddhesh Telang, Group Creative Director, Ogilvy
|Swagata Banerjee, Creative Director, Copywriter, Ogilvy
|Samyukkta Murali, Art Director, Copywriter, Ogilvy
|Hephzibah Pathak, Vice Chairperson & Chief Client Officer, Ogilvy
|Prakash Nair, Associate President & Integrated Brand Team Leader, Ogilvy
|Antara Suri, Senior Vice President, Ogilvy
|Parshuram Mendekar, Client Services Director, Ogilvy
|Manseerat Sethi, Account Supervisor, Ogilvy
|Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy
|Bhakti Malik, Vice President Planning, Ogilvy
|Prasidh Dalvi, Planning Director, Ogilvy
|Shashanka Chaturvedi, Director, Good Morning Films
|Robin D'Cruz, Producer, Good Morning Films