In honor of India’s Independence Day, the U.K.-based Cadbury chocolate company created a “Unity Bar” by combining four types of chocolate into a single bar meant to celebrate the country’s diversity.
A full-page ad on the front page of the Economic Times on Aug. 15 — India’s 73rd Independence Day — showed an image of the 24-square Unity Bar, which has six squares of four types of chocolate: white, milk, blended and dark.
While headlines above the ad were printed in multiple languages spoken in the country, the brand message below it was written in English.
“We are all different. You, me, we, us, humanity — a rainbow of brown, a giant bouquet of mother tongues, a churning confluence of cultures,” the ad reads. “It is these very differences that make us the same. All of us equal. All of us beautiful. All of us, together under one sky.”
It concludes: “Sweet things happen when we unite.”
Whoa!! Well done, Cadbury's (and Ogilvy), using a Kannada headline in the Mumbai edition, Telugu headline in the Delhi edition and a Marathi headline in the Bengaluru edition. Point made beautifully! Lovely idea that turns our usual Hindi-centric advertising on its head :) pic.twitter.com/XXXCdlcskG— Karthik (@beastoftraal) August 15, 2019
“India is a diverse country, with people of different castes, creed, languages, regions, religions. Everyone living together, but not always with love,” Ogilvy India, the communications agency that conceptualized the idea, wrote on its website. “Cadbury Dairy Milk, which is loved by everyone, wanted to send a powerful message of unity.”
This Independence Day, let's celebrate a country that stands united in its diversity. Presenting the Cadbury Unity Bar, India's first chocolate with dark, blended, milk and white chocolate all under one wrap. #CadburyUnityBar #IndependenceDay pic.twitter.com/kHfHqJQlzH— Cadbury Dairy Milk (@DairyMilkIn) August 14, 2019
The limited-edition bar quickly sold out, Cadbury tweeted, hinting that there may be another upcoming announcement regarding its availability. It is unclear if the Unity Bar will be released in other countries.
Cadbury did not immediately respond to a request for comment from The Hill.