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.
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.
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.