Renowned advertising executive Piyush Pandey passed away at the age of 70 in Mumbai. His legacy includes countless memorable campaigns that transformed Indian advertising. Notably, the 1994 Cadbury Dairy Milk advertisement introduced a new cultural icon, the “Cadbury girl,” who embodied the joy of chocolate in an unforgettable performance.
Piyush Pandey and the Cadbury Breakthrough
In 1994, Cadbury faced challenges with its brand perception, primarily viewed as a children’s treat. The company sought to shift this image to attract adult consumers. The advertising agency Ogilvy tasked Pandey with creating a fresh and engaging campaign.
A Swift Return and Creative Instincts
While on vacation in the United States during Diwali, Pandey received a call demanding immediate action. He promptly flew back to Bombay, where he began conceptualizing a new approach. On the back of a boarding pass, he wrote lyrics that would resonate with audiences: “There’s something so real… in everyone.”
Crafting the Perfect Melody
Pandey collaborated with acclaimed jazz musician Louis Banks for the musical elements of the ad. Banks composed a tune in a short span, aiming to evoke emotion and connection. Initially recorded in English by Gary Lawyer, Pandey insisted on a Hindi version to enhance its cultural impact. Shankar Mahadevan’s soulful rendition added the finishing touch.
Unveiling Shimona Rashi
The search for the perfect dancer was crucial. Pandey wanted someone who could express genuine joy without formal training. Shimona Rashi was chosen for her raw, spirited dance style. Her performance, captured in a single take at Brabourne Stadium in Mumbai, became the essence of the advertisement.
The Impact of the Ad
The Cadbury ad quickly became a cultural sensation, resonating with viewers across generations. It transformed the brand’s identity, appealing to both adults and children alike. According to Prakash Nair from Ogilvy & Mather, the campaign’s success lay in showcasing chocolate as a treat for everyone, bridging the gap between generations.
- Ad campaign launched: 1994
- Location: Brabourne Stadium, Mumbai
- Singer of the original tune: Gary Lawyer
- Hindi version sung by: Shankar Mahadevan
- Awards won: Multiple accolades, including “Campaign of the Century”
A Timeless Legacy
Years later, in 2020, Ogilvy revisited this iconic ad with a modern twist—featuring a young man celebrating a cricket victory. Piyush Pandey approved this new direction but insisted on retaining the original music, symbolizing his belief in the ad’s timeless appeal.
Pandey’s work transcended mere advertising; he created moments of joy that resonate deeply in the cultural fabric of India. His contributions, especially through the Cadbury campaign, have left an indelible mark on the industry and consumer nostalgia.
