In 1990, Cadbury launched a commercial that became one of the most iconic commercials in Indian history - forever in people’s hearts. In 2022, not-for-profit SOS Children’s Villages India recreated the classic commercial casted only with the orphaned and abandoned children they serve. All with the intention of getting Cadbury’s attention for corporate donations. The commercial was recreated scene for scene, shot for shot, and using the original music track. From the opening intensity of the cricket match to the final celebration that ensues, right through the product and packshots - the street kids recreated each scene of Cadbury’s iconic commercial.

It ends with a twist though, a clear call-to-action for donations directly pointed at Cadbury

This film execution is one of a large body of work. Please see our case film for additional context.

For SOS Children’s Villages India to grow their programming to serve the millions of orphaned and abandoned children, we needed to grow our roster of corporate donors. So we created a new kind of influencer, a 10 year kid from the streets, to convince corporations to transform marketing dollars into donations. Our lovable and persuasive Chatpat targeted the most high-value corporate prospects, with personalized recreations of iconic Indian commercials with an ultimate, response-driven clear call to action. And then he posted those recreations on social media, tagging the brands and CMOs to reach the most influential people in those corporations.

The number one thing brands care about is … themselves. They spend millions of dollars doing just that. So, we found an innovative way to get their attention - by promoting the one thing they care about. We turned their iconic commercials into product placement meets branded entertainment films, by recreating their commercials with a cast of SOS Children’s Villages street kids. This innovative approach not only got the brands attention it also showcased the cleverness, ambition and potential of the street kids.

At the center of it all is Chatpat - a lovable and persuasive 10 year old with street smarts who got scrappy to solicit donations from India’s biggest corporations.

The commercials were recreated scene for scene, using the original music track, right through the product and packshots. It ends with a twist though, a clear call-to-action for donations directly pointed at each brand.