MAM
Cadbury’s iconic cricket ad gets a contemporary twist
MUMBAI: Confectionary giant Cadbury surprised its consumers on Friday, as it released its iconic 90’s ad – ‘Asli swaad zindagi ka’, albeit with a contemporary twist.
Decades later, the heartfelt ad remains true to its original idea almost frame-to-frame. There is a nail-biting cricket match in progress, the scoreboard reads ’99 not out’, and the batter is gearing up to face another ball. A young spectator sitting among the crowd of well-dressed audience watches anxiously while biting into a Cadbury’s Dairy milk chocolate bar, muttering a silent prayer as the player goes for a big hit.
The stadium erupts in joy. Only this time, the cricketer batting at the crease is a woman. The ad released on Friday, showed a young woman cricketer scoring the winning run as her male friend makes a dash towards the field, dodging the security guard. He dances with the unabashed glee reminiscent of the original film, celebrating his friend’s smashing performance, as she watches him in delight and the crowd cheers on.
The refreshed version of the brand’s iconic campaign, conceptualised by Ogilvy India wishes good luck to the Indian women’s cricket team, with a rousing message of #GoodLuckGirls.
“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 and at Ogilvy has made this magic, made it relevant, exciting and so did Cadbury, in its bold and front foot fashion,” said Ogilvy, chairman global creative & executive chairman India, Piyush Pandey.
The 1994-released Cadbury Dairy Milk campaign directed by Mahesh Mathai, featuring model Shimona Rashi with the memorable jingle ‘Asli Swad Zindagi ka’ is fondly remembered till date. It not only changed the perception that chocolates were only for children but it also broke away from the stereotypical ‘prim and proper’ image towards adulting- appealing to the child in all of us, giving way to an unbridled expression of pure joy. The brand once again succeeds in breaking notions- this time associated with the game once referred to as a ‘gentleman’s game’- while bringing back nostalgia, with a present-day take.
“The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all-girls team who thought of it and hats off to Bob from Good Morning Films for making it so well,” said Ogilvy India chief creative officers Sukesh, Harshad, and Kainaz, while talking about the latest campaign.
The film couldn’t have come at a better time with the ‘girls in blue’ all set to compete with the Aussies in the upcoming series against Australia, Down under. Indian women’s cricket is growing in popularity and attracting great interest from viewers and advertisers alike.
“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, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers,” said Mondelez India senior director – marketing, Anil Viswanathan. “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.”
Well-played Cadburys and Ogilvy!
Brands
Kaayu Rituals launches preventive wellness brand in India
Founder Preeti Choudhary brings 18 plus years of pharma regulation expertise to ritual-led self-care lineup on 26 February 2026.
MUMBAI: Self-care just got a serious upgrade because in a world running on fumes, sometimes you need more than a quick bubble bath to keep the tank from hitting empty. Kaayu Rituals, a new ritual-first wellness brand founded by Preeti Choudhary, is set to make its official debut in India on 26 February 2026 at Bikaner House, Delhi, with pan-India availability rolling out shortly after. Drawing its name from “Kaaya” (body) and “Ayu” (life), the brand pushes a structured, preventive approach to daily wellbeing think guided routines rather than random pamper sessions aimed at heading off stress, hormonal wobbles, and burnout before they snowball.
Choudhary, with over 18 years in regulatory affairs, pharmaceuticals, microbiology, and quality assurance, channels her global experience from UK-based Pro-Business Consulting Limited (PBC) into formulations that blend natural ingredients with science-backed rigour. The result? A lineup that treats self-care with the seriousness usually reserved for medtech and pharma compliance safety, transparency, and efficacy front and centre.
The initial offerings cover four pillars:
- Inner Wellness (targeting hormonal balance and inner equilibrium)
- Root & Rise Hair Care
- Glow & Radiance Skincare
- Functional Herbal Teas
Each comes wrapped in guided rituals designed to make consistency feel doable, not daunting slowing down the daily grind just enough to let intention take the wheel.
“Ayurveda has always believed in balance and prevention,” Choudhary said. “My background in regulatory science has taught me the importance of safety, validation, and responsibility. Kaayu Rituals bring these two worlds together ancient wisdom guided by modern standards so that self-care feels both rooted and reliable.”
No flashy one-off indulgences here, the pitch is practical, everyday discipline grounded in empathy and evidence. As conversations around mental load, hormonal health, and proactive care keep gaining traction, Kaayu Rituals steps in to turn vague “me-time” into something structured, stigma-free, and actually sustainable.
Whether you’re burnt out from the hustle or just curious about levelling up your baseline wellbeing, this launch could be the nudge that makes daily rituals feel less like a luxury and more like smart maintenance. Mark your calendars for 26 February, the wellness conversation in India just got a little more intentional.
