Cadbury swaps gender roles in twist to iconic cricket ad

Team Udayavani, Sep 17, 2021, 2:55 PM IST

Cadbury Dairy Milk recreated one of its iconic ads but this time with a twist in an attempt to overturn conventional gender roles.

In the 1990s iconic ad featuring model Shimona Rashi was seen eating a bar of Cadbury Dairy Milk as she sat on the sidelines of a cricket match.

When the cricketer – presumably her boyfriend – scored the winning run, she zoomed past security to celebrate with a dance on-field while the “asli swaad zindagi ka” tagline played in the background.

Cadbury has reimagined its iconic advertisement and this time it is a women’s cricket match in progress that is being observed by a man on the sidelines, munching on Dairy Milk.  As his girlfriend scores the winning six, he breaks into a celebratory dance and rushes onto the field to hug her.

The caption of the new ad reads, “Join Cadbury Dairy Milk in celebrating and cheering for our girls who are making spectacular success stories and emerging as powerful role models for the youth”.

Communications consultant Karthik Srinivasan shared the ad and wrote,  “A simple, obvious twist that was long overdue, and staring right at all of us all this while!”

Oh wow!! Take a bow, Cadbury Dairy Milk and Ogilvy 🙂 A simple, obvious twist that was long overdue, and staring right at all of us all this while! pic.twitter.com/Urq8NXtg7W

— Karthik ?? (@beastoftraal) September 17, 2021

Many users praised  Cadbury for its contemporary and relevant twist.

An iconic campaign, a contemporary twist and so many relevant messages!

Well done Cadbury! @DairyMilkIn pic.twitter.com/DHjnCjaXa0

— Parminder Singh (@parrysingh) September 17, 2021

Remake of one of India's most loved ads.

With this role reversal ad we can see how much women have progressed in the Indian society whilst the emotions of success and victory still remain the same.https://t.co/BqZEjegpgA#chocolates #advertising #adcampaigns #adindia #cadbury pic.twitter.com/jhJC08jusA

— Alisha Horo (@alisha_horo) September 17, 2021

Recreating love !! Thankyou @DairyMilkIn for making my day with this recreated 90s magical. Old or new, you guys are the best.#DairyMilk #DairymilkAd #Cadbury #90snostalgia #90skid pic.twitter.com/PzygEXXezI

— Sajal Akhil (@TheHopefulIndi1) September 17, 2021

A long ovedue awesome ad waiting since 90s. This clearly shows how women have progressed in Indian society ….more to go!! #Cadbury ?? ?? @DairyMilkIn https://t.co/ohW0QwPAc2

— Mansing Bhor (@MansingBhor) September 17, 2021

Saw the gender role reversal ad by #Cadbury that's turning tables! Brands now have to think about proposition, storyline and brand voice, but also the right context.
Shout out to @DisneyPlusHS for using their weakness to promote themselves (Re: #SiwaySRK)https://t.co/vLKctFeXMV

— The Passion Fruit Life (@PassionFruitLyf) September 17, 2021

Recreating nostalgia with this ad hit all the right chords, in every way possible!

Folks at Mondelēz International, take a bow!

#branding #marketing #nostalgia #cadbury https://t.co/nOi6IPA8Y8

— Ankit Kedia (@akedia) September 17, 2021