How Cherry Chaplin’s Brand Blossomed: A Storyboard18

On December 25th, we remember the legendary Charlie Chaplin, a star who inspired so many. But did you know that his influence led to a brilliant advertising campaign in 1984 that captured hearts at the Cannes Lions International Festival of Creativity?

Imagine Cherry Chaplin, played by actor Rajesh Puri, waking up next to Heavy (Satish Shah) in a cheerful mood, ready to take on the day. He wants to look like a true gentleman, but his own black shoes are in disarray. What does he do? He picks up Heavy’s shoes, polishes them with Cherry Blossom, and voila! The ad, resembling a classic Charlie Chaplin film, ends with the tagline: ‘The perfect gentleman. He always wears a Cherry smile.’

Cherry Blossom had dominated the market with a 90% share, overshadowing even Kiwi shoe polish. However, after a decade of stagnation, the brand needed a revival. The challenge was to make shoe polishing enjoyable and engaging. Lintas took on the task and presented several ideas, but it was the Cherry Chaplin concept that stole the show.

With Sumantra Ghosal as the ad filmmaker, the team brought Cherry Chaplin to life, showcasing Puri as Chaplin and Shah as the burly man. Months of preparation, rehearsals, and a keen eye on Chaplin’s style paid off. The TV commercial was a hit, reigniting interest in Cherry Blossom and boosting sales by 25%.

But the success was not without its share of drama. Allegations of copyright infringement by the Charlie Chaplin Museum Foundation surfaced, but Reckitt, the parent company of Cherry Blossom, clarified that they had not used any assets or clips from Chaplin’s work. Instead, they created an original storyline as a tribute to the icon.

The campaign also faced controversy over its high production value, with rumors swirling about its cost. However, Bhardwaj dismissed these claims, stating that the budget was in line with the brand’s standard expenditure.

In the years that followed, the Cherry Chaplin campaign continued to charm audiences with new films featuring actors like Keith Stevenson. Despite challenges, the legacy of Charlie Chaplin lived on through Cherry Blossom, proving that a touch of creativity can revive even the most mundane of tasks.