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!
MAM
Havas Life names João Camacho chief creative officer for India & Middle East
Global healthcare creative João Camacho to lead bold campaigns across two regions
MUMBAI: Havas Life has appointed João Camacho as chief creative officer for India and the Middle East, signalling the network’s drive for standout creativity in two of the world’s fastest-growing healthcare markets.
Based in Mumbai, João will report to Eric Weisberg, global chief creative officer at Havas Health, and Dorelle Kulkarni, managing director of Havas Life Mumbai.
João brings more than 20 years of global experience in healthcare communications, having worked across Africa, Europe, the United Kingdom, the United States, and the Middle East. He is known for turning complex science into human-centred, impactful campaigns.
Before joining Havas, João led creative work at Publicis in Dubai, partnering with pharmaceutical and health organisations to launch treatments, build disease-awareness platforms, and deliver patient-first communications that drive measurable results. His work has been recognised at FIAP, CCP, New York Festivals, and other top international award shows. He has also served as jury member at Cannes Lions Health, Clio Health, The One Show, and more.
“João is a truly global creative leader who understands how healthcare brands need to speak differently across cultures and markets,” said Eric Weisberg. “His curiosity, creativity, and experience make him a powerful addition as we grow in India and the Middle East.”
Havas Health global chief client officer and CEO Apac-Latam Charles Houdoux added, “João’s appointment reflects our ambition to build world-class creative leadership locally while staying connected to Havas Health’s global vision. He brings the cultural fluency and creative confidence these markets demand.”
Dorelle Kulkarni said, “We’re thrilled to welcome João. His mix of strategic thinking, empathy, and creativity is exactly what clients and patients need in today’s fast-changing healthcare landscape. He will help us strengthen Havas Life in India and deliver meaningful impact.”
João joins Havas Life at a time of global momentum, as the network invests in talent, innovation, and AI-powered creativity. At CES 2026, Havas unveiled Ava, a large language model portal designed to make AI more accessible across the network and accelerate creative collaboration through its Converged.AI platform.
“Joining Havas Health feels like stepping onto a stage made for bold ideas,” said João Camacho. “Leading creative across India and the Middle East, a region buzzing with energy and possibility, is thrilling and humbling. I can’t wait to bring my perspective and passion to shape campaigns that inspire, connect, and make a real difference.”
With João at the creative helm, Havas Life looks set to turn bold ideas into campaigns that resonate, inspire, and leave a lasting mark across India and the Middle East.
