In a nation as linguistically diverse as India, where over 19,500 languages and dialects are spoken, bridging communication gaps is both a challenge and an opportunity. Cadbury Dairy Milk India’s latest advertisement masterfully addresses this issue, resonating deeply with audiences nationwide.
At its core, the advertisement is a lesson in inclusivity. The scene unfolds with a group of Hindi-speaking women chatting in a residential setting. When a new neighbour from Chennai joins them, her struggle to keep up with the conversation is evident. She fidgets, smiles politely, and remains largely silent—until one of the women notices her discomfort and switches to English in a welcoming manner. Her struggle to perform the storytelling is greeted by wholesome laughter. The ice breaks, and suddenly, the new neighbour feels at home.
The brilliance of this campaign lies in its simplicity. The brand does not explicitly talk about cultural or linguistic barriers; instead, it lets an everyday social situation do the storytelling. Without making any grand statements, the ad subtly underscores that language need not be a dividing factor—it can be a bridge when met with empathy and effort.
A viral sensation
The ad has garnered widespread acclaim online, striking an emotional chord with viewers. Social media was abuzz with praise, with one user on X (formerly Twitter) remarking, “I don’t get the North-South language politics. But I do get great advertising. Dairy Milk India always hits the right notes.” Another viewer added, “My God! What a beautiful ad by Dairy Milk India. The marketing team deserves a raise.” In a time when linguistic and cultural differences often fuel debates, this campaign offers a refreshing take: an acknowledgement of differences, followed by a small but meaningful gesture to bridge them.
The language landscape in India
According to the 2011 Census, Hindi is spoken by 43.63% of the population as their first language, while English is known to 10.6% of Indians. This linguistic diversity often leads to communication barriers, especially between regions where different languages predominate.
South Indian languages, part of the Dravidian language family, collectively account for approximately 19.64% of the Indian population. The major Dravidian languages and their respective shares are:
- Telugu: 6.93%
- Tamil: 5.89%
- Kannada: 3.73%
- Malayalam: 2.97%
The statistics reveal that nearly one in five Indians speaks a South Indian language as their primary tongue.
The use of English in the advertisement is noteworthy. In India, English often functions as a neutral link language, enabling communication across linguistic divides. The ad subtly reinforces this role by portraying English as an inclusive tool rather than a marker of elitism.
More than just an ad
Cadbury Dairy Milk India’s campaign does more than promote a product; it sparks a conversation about everyday inclusivity. It reminds us that small efforts—like switching to a language someone understands—can make a world of difference in making people feel welcomed.
