Feeling accepted in unfamiliar surroundings is deeply comforting. Cadbury Dairy Milk’s latest campaign emphasizes this emotion through two heartwarming ads, highlighting the power of acceptance and friendship when people find themselves in new territories.
Ad 1: College Ragging Scenario
The first ad portrays a nervous college fresher searching for his room, only to be summoned by seniors calling out, “Hey, first year!” This immediately signals potential ragging, creating anxiety for viewers.
Upon demand, the fresher opens his bag, revealing a Cadbury Dairy Milk bar, innocently pronouncing it “Chaaklet.” His seniors burst into laughter, mocking his mispronunciation.
The fresher’s innocence deepens when he anxiously asks, “Did I say anything wrong?” However, among the seniors is one compassionate individual who shifts the tense atmosphere to a cheerful one through a song, transforming potential ragging into camaraderie.
Cadbury Dairy Milk and its creative partner, Ogilvy, have previously employed similar themes. The 2010 “Shubh Aarambh” campaign featured the “Hostel” ad, where juniors cleverly used Dairy Milk to turn potential ragging into friendship.
Yet, romanticizing ragging—even subtly—is problematic, especially in today’s context. Students across campuses face severe physical and emotional harm from ragging incidents, making such portrayals potentially insensitive.
Ad 2: Chennai Woman’s Integration
The second ad showcases an English-speaking woman from Chennai adapting to life in the Hindi-speaking heartland, struggling initially due to her limited proficiency in Hindi. When she meets local women conversing solely in Hindi, she feels isolated.
Recognizing her discomfort, one woman thoughtfully switches to broken English, ensuring the Chennai native feels welcomed and included. This act of empathy beautifully captures the essence of acceptance and belonging.
Campaign Positioning
These ads align closely with Cadbury Dairy Milk’s ongoing campaign, “Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,” emphasizing that even small moments of sweetness and acceptance deserve celebration with chocolate. Similarly, beverage brand Maaza highlights everyday achievements, urging consumers to enjoy a Maaza for life’s small victories, reinforcing the idea that tiny moments can be sweet and impactful.
Conclusion
Cadbury Dairy Milk’s new ads successfully capture relatable moments of vulnerability, acceptance, and friendship. Although the first ad’s ragging scenario could be viewed as controversial, its underlying message stresses the transformative power of kindness. The second ad more sensitively illustrates empathy across language barriers. Together, these stories strengthen the narrative that the sweetness of genuine connections can bridge even the most challenging divides.
