As India celebrated its 73rd Independence Day, on 15 August, globally acclaimed confectionery brand Cadbury earned some ‘brownie points’!
The company released a new ‘Unity Bar’ in a bid to ‘celebrate India’s diversity’. The sweet treat features dark, blended, milk and white chocolate, all in one block.
They also released a print ad which received a lot of love (and flak) across the country. The full-front page ad, that was published in multiple editions of The Economic Times, contained an image of Cadbury's new 'Unity' bar.
The twist? Well, the captions were not in English or even the local vernacular! Instead, they decided to mix it up a bit.
The ad in Mumbai ran with a Kannada caption, the ad in Delhi ran with a Telugu caption and the ad in Bengaluru ran with a Marathi caption.
The move gathered mixed reactions from netizens. Here’s what they had to say:
Showered With Love and Appreciation
‘Yes, We All Speak Chocolate’
A Step in the Right Direction?
Many fans and Twitter users, however, missed the mark and hit back at the brand:
Age of Creative Racism?
Another Example of Capitalism Commodifying Diversity Politics?
A lot of users raised questions about the division of colour on the chocolate bar, why is it that white still remains on the top?
While others remarked sarcastically on the end of racism by the advertisement.
A Twitter user, in response to the segregation of colour on the chocolate bar, edited it to “uphold unity in diversity”.
Can’t We Just Enjoy Chocolate?
This one advertisement might not put an end to racism, but is it a positive step? What do you think about this initiative by Cadbury? Let us know in the comments!