With its 'Kuch Khaas Hai' series of ads in the '90s, Cadbury repositioned chocolates for adults. Here's a roundup.
Cadbury Dairy Milk's shiny new recreation of its iconic 'dancing girl on the cricket field' ad from the '90s has got us all talking, sharing, posting, tweeting, discussing... the ad - in which the genders of the cricketer and the adoring lover are reversed - is going viral as we type this. About three decades ago, in an era when chocolates were treats only for kids and adults wouldn't dare be caught eating chocolates in public, the 'Kuch Khaas Hai' ad changed the game - it repositioned not just the brand, but the category; just like that it was okay, cool even, for adults to eat chocolates.
While the cricket field ad is the most popular one, the brand had created an entire series of 'Kuch Khaas Hai' ad films back then. The soundtrack was the same across all; the visuals were different.
A look at some old Cadbury ads that created magic many decades ago.