KYOORIUS ADVERTISING AWARDS - Film Craft (Direction)

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

#GoodLuckGirls - Cadbury Dairy Milk
Client: Mondelēz India
Entrant: Ogilvy India

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#GoodLuckGirls - Cadbury Dairy Milk - Mondelēz India

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Entry Title: #GoodLuckGirls
Brand: Cadbury Dairy Milk
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: India is a patriarchal society. Even in Cricket, India’s most loved sport, men’s cricket rules. A world/class team of Indian women cricketers is not acknowledged enough. Cadbury Dairy Milk, challenged this by reimagining their own ad.
In 1994, Cadbury Dairy Milk had created a cricket film that went on to become one of India’s most iconic ads. In it, a young girl dances exuberantly on a cricket ground to celebrate her boyfriend hitting a century.
#GoodLuckGirls is a gender role reversal campaign that goes beyond just representation and acknowledgement of Indian women. It normalizes the celebration of women’s achievements by young boys, setting a new role model for all genders in a patriarchal society like India.
In 2021, the same ad was reimagined with a powerful gender twist – showing a young girl cricketer hitting a century and her boyfriend dancing crazily to celebrate it.
In Cadbury 1994, the casting was picture perfect. A fair, good-looking couple. In Cadbury 2021, we cast a dusky girl in a fairness-obsessed country and a boy from India’s minority Sikh community as the lead couple, to support on-screen inclusivity and diversity. Sikhs are usually cast as the butt of jokes in Indian advertising. We cast a Sikh boy as a modern Indian, who openly celebrates the achievements of his girlfriend.
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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