**The Power of Belonging: Cadbury Dairy Milk’s Latest Ads Show Acceptance in Unfamiliar Territory**

There are few feelings as comforting as that of belonging. It is a universal emotion, one that transcends borders, languages, and cultures. It’s a feeling of being accepted, of being part of something bigger than yourself. In its latest campaign, Cadbury Dairy Milk taps into this powerful emotion, showcasing how acceptance can transform situations, making them lighter and more joyful.

Cadbury Dairy Milk, a leading chocolate brand, has launched two new advertisements that emphasize the power of acceptance, even in unfamiliar or awkward situations. These ads, part of the brand’s ongoing Shubh Aarambh campaign, bring to light the role of kindness, inclusivity, and humor, while subtly weaving in the universal appeal of chocolate. The ads aim to illustrate that small moments of sweetness can be powerful enough to break barriers and bring people together, even in potentially uncomfortable circumstances.

### The College Fresher

The first advertisement introduces the scenario of a college fresher, a young student entering a new environment where everything feels unfamiliar. It’s a time filled with excitement, anxiety, and the hope of making new friends. As the fresher searches for his hostel room, he’s called out by a group of seniors who invite him into another room. The ominous sound of “Hey, first year!” raises the viewers’ expectations, and many immediately fear the worst – ragging. This feeling is enhanced by the seniors’ demands that the fresher open his bag and show what he’s brought with him.

In this moment of tension, the fresher pulls out a Dairy Milk chocolate bar, calling it “Chaaklet,” in his innocent, yet endearing pronunciation. The seniors mock him, laughing at his mistake. He becomes more anxious, trying to figure out what he’s done wrong. “Did I say anything wrong?” he asks, his voice full of confusion and concern. At this point, most of the viewers would expect the situation to escalate, as the young fresher faces the kind of senior-junior dynamic that’s often associated with ragging in hostels.

However, the atmosphere takes a sudden, positive turn when one of the seniors, seemingly with a conscience, intervenes. With the help of a light-hearted song, the mood is lifted, and what could have been a moment of humiliation becomes an opportunity for the fresher to bond with his seniors. In the end, the Dairy Milk chocolate becomes a symbol of kindness, breaking the ice and turning a potentially intimidating moment into something joyful and inclusive. This charming twist, where a simple piece of chocolate has the power to dissolve tension and create a sense of camaraderie, highlights the message of acceptance at the heart of the ad.

### The Hindi Heartland Ad

The second ad in the series tells the story of a woman from Chennai who moves to a new area in the Hindi heartland. She faces the universal challenge of finding a sense of belonging in a new and unfamiliar place. Upon meeting some women from her building, she finds herself in an awkward position when the conversation shifts entirely to Hindi, a language she’s not fluent in. She’s clearly out of place, struggling to participate in the discussion as the others bond over their shared language.

At this point, the situation could easily become isolating for the woman, leaving her feeling excluded from the conversation. But once again, Dairy Milk steps in as a metaphor for acceptance. One of the women in the group, noticing the discomfort of their new friend, switches to broken English to make her feel included. The act of speaking in a language that’s not her own – just so the newcomer can join in – is a simple yet powerful gesture of inclusivity and kindness. The small, sweet moment of understanding and acceptance is marked by the sharing of a Dairy Milk chocolate bar, reinforcing the idea that even the smallest acts of kindness can bring people together.

### The Controversy of Romanticizing Ragging

However, there is some contention around the way ragging is portrayed in the first ad. While the narrative turns positive with the intervention of the Dairy Milk bar, it’s worth considering the real-world context of ragging in hostels. In many parts of India, ragging remains a severe issue in colleges and universities, often leading to traumatic experiences for students. By romanticizing ragging or even suggesting that a simple chocolate bar can transform a threatening situation into a friendly one, the ad may unintentionally minimize the gravity of this serious issue.

In recent years, there have been numerous cases where students have been subjected to extreme forms of ragging, which have, at times, even led to tragic consequences. In this context, depicting ragging as something that can be lightened by a piece of chocolate can leave a “bitter taste” for many viewers, who may find the approach insensitive or out of touch with the severity of real-life experiences.

### Dairy Milk’s Role in Creating Sweet Moments

Despite the controversy, the overarching message of the campaign is clear: Dairy Milk is trying to showcase the idea that sweetness, in any form, has the potential to break down barriers and foster relationships. By drawing attention to the power of small, sweet moments – whether it’s offering a chocolate bar to an anxious fresher or switching to a common language to make someone feel at home – the ads highlight how simple acts of kindness can bring people together, even in the most unlikely circumstances.

The tagline of the campaign, **“Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,”** emphasizes the importance of celebrating small wins in life, and how a piece of Dairy Milk chocolate can serve as a symbol of joy, acceptance, and inclusion. This idea mirrors the messaging of other brands in India, such as Maaza, which also encourages people to celebrate small victories with a refreshing drink. These campaigns tap into the desire for positivity and togetherness in today’s world, where personal connections and a sense of belonging are increasingly important.

### Similar Campaigns and Brand Positioning

Dairy Milk’s approach is reminiscent of its long-standing **Shubh Aarambh** campaign, which started in 2010. The idea of a new beginning, often accompanied by Dairy Milk chocolate, has been a key part of its marketing strategy over the years. The brand has consistently positioned itself as a symbol of happiness and togetherness, with chocolate being the vehicle for sparking connections, be it among friends, family, or even strangers.

The **“Shubh Aarambh”** campaign in 2010 featured a memorable ad set in a college hostel, where Dairy Milk chocolate helped break the ice between juniors and seniors, turning what could have been a tense situation into one of warmth and camaraderie. This theme of turning awkward or difficult moments into ones of connection has been a hallmark of Dairy Milk’s advertising for over a decade.

### Conclusion

Cadbury Dairy Milk’s latest ads, through their depiction of acceptance and kindness, tap into the universal human desire for connection. While one of the ads may unintentionally romanticize ragging, the overarching theme is one of turning discomfort and unfamiliarity into sweet, shared experiences. Whether it’s a fresher making friends or a woman finding her place in a new city, the ads show how small moments of understanding can be transformative.

By positioning Dairy Milk as a symbol of those moments, the brand continues to reinforce its message of togetherness, highlighting that sometimes all it takes is a little sweetness to create bonds that last. In a world that’s increasingly fast-paced and divided, such messages of inclusivity, kindness, and acceptance are more important than ever. And while not without its flaws, Cadbury Dairy Milk’s latest campaign successfully taps into these emotions, reminding us all of the power of belonging.

Author: Kashish Ghosh