The advertising industry recently noted the passing of Piyush Pandey at 70, a figure recognized for his contributions to Indian advertising, including campaigns for brands such as Fevicol and Asian Paints.
Among his notable works is the 1994 Cadbury Dairy Milk commercial, which featured a woman, Shimona Rashi, dancing on a cricket field after a winning shot. The campaign's objective, set by Ogilvy, was to position Cadbury as aspirational for adults while preserving its perceived innocence.
Pandey sought an individual without formal training for the role and aimed for a localized musical score. Director Mahesh Mathai filmed the sequence in a single take at Mumbai's Brabourne Stadium. Rashi acknowledged Pandey's passing, expressing gratitude for his role in the campaign. The advertisement is frequently cited for its influence on the brand's image and its broader cultural resonance.
Source: https://www.livemint.com/news/trends/how-piyush-pandey-discovered-cadbury-girl-shimona-rashi-who-went-viral-before-viral-existed-11761315189259.html