90's nostalgic advertisement on Cadbury Dairy Milk has returned with an impressive twist and millennials are cherishing it. From celebrating her man's achievement to being celebrated on her achievement, this span was long overdue. At a time when Indian women are winning outnumbered endeavours despite being given enough recognition, this ad shouts for equal footing.
The old version of the ad portrayed a cricket match in which a man scored a hundred and five and his woman is celebrating his outstanding final stroke by dancing on the cricket ground leaving the policeman and the spectators behind. The new ad is a scene to scene recreation of it with a twist on gender roles. The new ad portrays a woman scoring a century and her man celebrating on the ground by dancing gaily leaving the policeman and the applauding gallery behind.
The advertisement has received appreciation and admiration from hundreds of people across different media platforms. On Twitter and Facebook, netizens are writing that such an initiative was much needed especially when women are doing so many things. From winning medals at the Olympics to serving the country as a minister, a woman is proving her capability to walk equally with a man in this gender-biased society.
India is a country that has manifold taboos on how women should behave and what women should wear. So it is less expected that women will be praised for their success. Till now, in commercial movies, women are portrayed as item girls wearing seductive outfits. They are being criticised for saying too much too loud and demanding their rights. Recently a 19-year-old girl from Assam had to wrap a curtain to appear for an examination because the invigilator was afraid that her shorts were too short.
This question mark on a woman's capability associated with her dressing style and her skin colour has returned from time to time. Many arguments are also available, but in reality, they fail to provide a safe and progressive environment for all women in India so that they can do whatever they want to do. In this situation, the advertisement is not only praising all women for their success but also shouting to offer a voice to all those girls who are fighting for achieving their dreams against family, workplace and society.
At present, numerous cases are pending in the Supreme Court filed against domestic violence and physical abuse. Women are being questioned at every step they put forward. A woman who belongs from vulnerable sections is afraid to chase a life of her own without having permission and support from her husband and in-laws. A successful woman also sometimes arrives in a situation when she has to choose between her personal and professional lives. All these stories can be heard from every nook and cranny of Indian society. In this circumstance, it is a really brave act by Cadbury India to make a man celebrate and dance to his woman's achievement in front of a crowded stadium. And we the viewers are also not able to stop applauding the man.
Both the 1994 and 2021 advertisements are conceptualized by Ogilvy for Mondelez India for their product Cadbury Dairy Milk. The recreated ad also brings back a nostalgic feeling for not changing the famous jingle "Asli Swad Zindagi Ka" sung by Shankar Mahadevan. The timing of the ad is also appreciated because the Indian Women Cricket Team is touring Australia later this month. As the audio-visual film ends with the tagline #GoodLuckGirls, all the viewers are also becoming excited to witness the Indian Women Team's first-ever ever day-night Test.
Anil Viswanathan from Mondelez India speaks that the ad is an ode to all those thriving women who refuse to stay away from success. The brand has always promoted gender equality and now it has attempted to recognize the changing time by extending support to all the women forerunners.
Piyush Pandey, executive chairman at Ogilvy is the mastermind behind the outstanding concept of the former advertisement. He appreciates Mondelez India for agreeing on the iconic project which was an attempt to restore the brand's position in the market by sending a message that chocolate bars are not for kids-only but for everyone who wants to taste the real taste of life. That became one of the remarkable advertisement campaigns ever held in India and the new advertisement is also on its way to become historic.
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