Cadbury Dairy Milk takes the north-south Hindi debate head on
The campaign showcases how one can do away with language barriers by simply embracing differences with the right intent.
Cadbury Dairy Milk has rolled out an ad as part of its ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ (Let something good happen, let something sweet happen) campaign, that takes head on the Hindi debate between people from the northern and southern states of India.
Conceptualised by Ogilvy, the campaign showcases how the world can be a better place when one makes an effort to ignore our differences and accept people as they are.
The north-south language barrier in India, often stemming from the prominence of Hindi in the northern states - also known as the ‘Hindi belt’ or Hindi-speaking regions - has long been a point of contention for people from both regions, sparking much debate both online and offline in recent times. The ad addresses this divide
The film, ostensibly set in North India, showcases a group of neighbourhood women sitting and idly chatting in Hindi, when another woman gets along a new neighbour to join them. The newcomer who's from Chennai confesses she understands very little Hindi and initially struggles to follow the group’s conversation, leading to her feeling awkward and out of place. One of the women, noting her discomfort, switches to speaking in English, although she herself is not fluent in the language. This lightens the atmosphere and instantly makes the ‘outsider’ feel accepted and included.
What we think about it: In today’s times, when the language debate has sparked significant political and social discussions in India, the ad delivers a crucial lesson in inclusivity and acceptance with a simple yet powerful message.
CREDITS: Agency: Ogilvy Mumbai
CCOs: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha ECDs: Srijan Shukla, Pratheeb Ravi Creative Team: Pritam Singh, Rutuja Mali, Anubhav Rattan, Sanjana Dora, Madhusri Suresh, Prajakta Mhatre, Aarushi Redij, Gia Badami President (Mumbai and Kolkata): Hirol Gandhi EVP, Account Management: Abhijit Dube Account Management Team: Parshuram Mendekar, Manseerat Kaur Sethi, Deeksha Chaturvedi, Mehak Bhardwaj Deputy CSO, India: Ganapathy Balagopalan EVP, Brand Planning: Bhakti Malik Brand Planning Team: Nikhil Chinnari, Paakhi Jhamb
Team Cadbury CDM: Nitin Saini, Vikram Karwal, Anjali Krishnan, Sushma Baralay, Vinay Pingle, Harshdeep Singh, Ritwika Sengupta, Rajat Handa, Yash Desai
Production House: Chrome Pictures Director: Amit Sharma Producer: Abhishek Notani
Media Agency: Wavemaker India