Cadbury Dairy Milk has rolled out a campaign 'Chaaklet', highlighting how small acts of kindness and embracing linguistic differences can create meaningful connections.

The campaign consists of an ad film. Set in a college dorm, the film follows a fresher arriving with his luggage. When a senior, hanging out with his friends, asks what he’s brought for them, the fresher replies, "Chaaklet". Amused by his pronunciation, the seniors burst into uncontrollable laughter and tease him. As the junior hesitantly asks if he’s said something wrong, the senior who called him over breaks into a playful song, embracing the unique way he says “chocolate” instead of ridiculing him further. The senior concludes that whether it’s "chocolate" or "Chaaklet", it’s sweet all the same. The film ends on Cadbury Dairy Milk’s iconic tagline: "Kuch Meetha Ho Jaaye".

What we think about it: The film was crisp and engaging, offering a refreshing take on anti-bullying, moving away from the usual trope of seniors intimidating juniors. Instead, it celebrates linguistic diversity, showing that different ways of speaking should be embraced, not ridiculed. This narrative perfectly ties into the brand’s message of sweetness and its identity as a chocolate brand.

The campaign was released across social media on 1 March.