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
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
