Ad Campaigns
Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’
MUMBAI: Mondelez’s chocolate giant has done it again. Working with creative powerhouse Ogilvy, Cadbury has unleashed two delicious new digital films that are more than just ads – they’re mini-masterpieces stirring up conversations across the nation.
The two spots – ‘Chaaklet’ and ‘Little Little’ – tackle exclusion head-on with a dollop of sweetness that’s becoming the brand’s signature style.
‘Chaaklet’ serves up a refreshing twist on college ragging culture. When a fresh-faced newcomer offers his seniors a bar of what he nervously calls “chaaklet,” viewers brace for the inevitable bullying. Instead, the lead senior breaks into song, declaring “teri chaaklet, meri chocolate. Meetha toh meetha hain na?” before pulling the lad into a warm embrace. Talk about turning toxic traditions on their head!
The second film, ‘Little Little,’ tackles the north-south divide with equal panache. When a Tamil-speaking Mrs Iyer moves north and apologetically admits “My Hindi. Thoda. Thoda,” she’s initially met with side-eye from her new neighbours. The ice breaks when one woman shares gossip about her husband in equally broken English – “Husband going going gone. I chilao. Sorry ha..my English Thoda, Thoda” – sending the group into fits of laughter.
Mrs Iyer’s response? A piece of Dairy Milk and the perfect line: “Thoda thoda. But very sweet.”
Both ads wrap with the punchy tagline “Kuch Achcha ho jayein. Kuch Meetha ho jayein” (Let something good happen. Let something sweet happen).
Chrome Pictures’ director Amit Sharma has crafted these 85-second nuggets of storytelling gold, working with Ogilvy’s creative team led by their CCOs Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha.
These films prove once again that Cadbury knows how to melt hearts – and perhaps sell a shedload of chocolate in the process. In a market where brands often stumble when tackling social issues, Cadbury has taken a bite out of prejudice and made it taste surprisingly sweet.
To watch the Chaaklet film click here
To watch the Mrs Iyer film click here
The credits for the two films:
CCOs, India: sukesh nayak, Kainaz Karmakar, Harshad Rajadhyaksha
ECDs: Srijan Shukla, pratheeb ravi
Creative Team: Pritam Singh, Rutuja Mali, Anubhav Rattan, Sanjana Dora, Madhusri Suresh, Prajakta Mhatre, Aarushi Redij, Gia Badami
President & Head of Office (Mumbai and Kolkata): Hirol Gandhi
EVP, Account Management: Abhijit Dube
Account Management Team: Parshuram Mendekar, Manseerat Kaur Sethi, Deeksha Chaturvedi, Mehak Bhardwaj
Deputy CSO, India: Ganapathy Balagopalan
EVP, Brand Planning: Bhakti Malik
Brand Planning Team: Nikhil Chinnari, Paakhi Jhamb
Team Cadbury CDM: Nitin Saini, VIKRAM KARWAL, Anjali Krishnan, Sushma Baralay, Vinay Pingle, Harshdeep Singh, Ritwika Sengupta, Rajat Handa, Yash Desai
Production House: Chrome Pictures Pvt. Ltd. Pictures
Director: Amit Sharma
Producer: Abhishek Notani
Media Agency: Wavemaker India
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
