Zee Equality Award
Zee Equality Award
ZEE EQUALITY AWARD (Zee Equality Award)
#GoodLuckGirls - Cadbury Dairy Milk
Client: Mondelēz India
Entrant: Ogilvy India
|Brand:||Cadbury Dairy Milk|
|Entrant Company:||Ogilvy India|
|Description:||India is a patriarchal society. Many things that ought to have changed a long time ago, still haven’t. Women are still not treated as equals and 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. In cricket crazed India, 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 on the highest stage, is royally ignored by cricketing fans, brands and media alike. This gender apartheid is tragic.
While brands are increasingly taking up gender equality, their approach is often preachy and their campaigns tend to put men on the dock, turn them into villains. Arguably that isn’t required. Getting men to change, treat women as equals should be made desirable rather than something that has to be forced. Fortunately, young Indians have the opportunity of righting the wrongs, reward brands that do the right thing.
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|