afaqs! news bureauPublished: 16 Aug 2019, 6:56 AM
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Cadbury ad wins hearts with Kannada, Telugu, Marathi copy in 'wrong' cities

A marathi ad in a Kannada newspaper? It may seem like a printing error at the first glance, but this ad for Cadbury's Dairy Milk was exactly where it wanted to be. In order to highlight 'unity in diversity', Cadbury took out full page ads in The Economic Times' Bangalore and Mumbai editions to draw attention to their message and a new variant of Dairy Milk - the unity bar. The campaign has been crafted by Ogilvy.

A Kannada ad in the Mumbai edition of Economic Times
A Kannada ad in the Mumbai edition of Economic Times

The ad copy reads "The above ad is not a misprint. It says 'sweet things happen when we unite.'" The ad also mentions that this is India's first chocolate with dark, milk and white chocolate blended into one bar. To celebrate India's 73rd year of independence, the bar is also priced at Rs. 73.

A look at Cadbury's new unity bar's packaging
A look at Cadbury's new unity bar's packaging
A marathi ad in the Bangalore edition of the Economic Times
A marathi ad in the Bangalore edition of the Economic Times

This is the second time this month team Cadbury has highlighted a cause in its marketing messaging. A week or so ago, Cadbury ran an anti-trolling campaign that used purple heart emojis -- purple, because it's in sync with the colour of the wrapper, of course -- to take a stand against cyber-bullying.