‘Asli Swad Zindagi Ka’ Cadbury Releases Its Iconic Ad With New Twist

What is the twist? What is Shankar Mahadevan's connection with the ad first released in 1994?

By OB Bureau On Sep 18, 2021

New Delhi: Cadbury Dairy Milk has recreated its iconic cricket stadium advertisement with a wonderful new twist 27 years after it was released first. In 1994, India got a taste of Cadbury with its iconic campaign ‘Asli Swad Zindagi ka’. It featured model Shimona Rashi dancing unabashedly in a cricket stadium full of people, to celebrate the batman hitting a boundary.

It was made unforgettable by singer Shankar Mahadevan, playing in the background. It was also a critical moment for Cadbury as it was trying to reposition the brand into the market. Its purpose was to change the perception that chocolates are only for children.

Commenting on the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporizing an iconic campaign is our way of recognizing the changing times and extending support to all the women trailblazers. An extension of our ongoing generosity narrative, the film also lands the message of how taking small yet significant steps to acknowledge the achievements of women would make the world a better place to live in. We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one.”

The film conceptualised by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning run and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where women are breaking barriers and pursuing all their dreams.

A man performing a candid, adorable celebratory dance to cheer his friend/partner reminds us how there’s a little child inside every adult. It aims to celebrate and cheer women and girls who are making spectacular success stories and emerging as powerful role models for the youth.

Brains behind the first ad and second, Piyush Pandey, Chairman of Global Creative & Executive Chairman, India, said, “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion.”

Now, as a tribute to Indian women athletes, the chocolate brand has recreated its iconic advertisement. It aims to celebrate and cheer women and girls who are making spectacular success stories and emerging as powerful role models for the youth. And the singer, Shankar Mahadevan again.

Singer and music composer Shankar Mahadevan is very excited. Sharing the ad on his Instagram profile, Shankar Mahadevan wrote in his caption: “After 27 years it is back! The roles are reversed! The company has decided to retain the same song that I had recorded then in 1994.” He signed off the post with, “Nostalgiaaaa.”

The comments section of Shankar Mahadevan’s post was filled up with comments. Singer Harshdeep Kaur wrote: “Wow! Brought back all the old memories.” Filmmaker Rakeysh Omprakash Mehra commented: “My my… Wow.” Another comment from a fan read: “Best, best, best.” Another Instagram user added, “legendary.” Another comment read, “Nostalgia on another level.”