Cricket (Kuch Khaas Hai)

Why it works

A young woman in a patterned dress nibbles Dairy Milk in the stands; when her batsman hits the winning six, she slips past security and dances, awkward and euphoric, across the field. Ogilvy's Piyush Pandey wrote it after Cadbury, stalled as a treat parents bought children, put its account up for pitch in 1993; he drafted the jingle on a boarding pass. Director Mahesh Mathai filmed first-time model Shimona Rashi's unchoreographed jig at Mumbai's Brabourne Stadium. It is studied for three breaks at once: chocolate repositioned from kids to "the kid in everyone," a woman claiming public joy in newly liberalised India, and a song that, Pandey said, worked ten times better once rewritten from English into Hindi for Shankar Mahadevan. Mondelez credits the campaign era, with wider distribution and cheaper packs, for 20%-plus growth over three to four straight years and a doubled category. It was named Campaign of the Century at India's Abby awards, and Ogilvy remade it in 2021 with the roles reversed.