In a country where the language changes every few kilometres, Cadbury Dairy Milk is turning this diversity into an opportunity for shared joy. Building on the overwhelming response to its heartwarming ‘New Neighbour | Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign, which garnered over a billion impressions- the brand has launched the ‘Learners’ Pack,’ a thoughtful extension that puts the idea of language-led connection directly into consumers’ hands.
More than just a chocolate wrapper, the Learners’ Pack is a nudge towards empathy. Featuring everyday words from nine Indian languages: Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Gujarati, Bengali, and Punjabi, alongside their English translations, each pack is designed to spark curiosity and remind people that even a single word can bridge cultural gaps and bring worlds closer, one gesture at a time.
“India is home to an incredible spectrum of languages but sometimes the lack of awareness of the same can lead to distances between people” said Nitin Saini, Vice President – Marketing, Mondelez India. He added, “With the Learners’ Pack, Cadbury Dairy Milk is taking a fresh step toward turning those differences into moments of connection. Whether it’s a new neighbor, a colleague, or a stranger, learning just a word or two in another language can spark genuine warmth and foster belonging.”
The brand has said the initiative builds on Cadbury’s earlier campaign that highlighted linguistic inclusion and the impact of small human gestures. That effort, the brand noted, resonated with millions and reinforced its belief that meaningful connections don’t always come from grand acts but often from something as simple as a familiar word spoken in an unfamiliar language.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, says, “As a follow-up to our ongoing campaign on showing acceptance to those around us, we wanted to take the thought a step further. We strongly believe that language has the power to express acceptance and bring people closer. We turned the iconic Cadbury Dairy Milk packaging into the Learners’ Pack, a platform that gently nudges people to learn a few words in other languages, make a small gesture, and show someone they’re truly accepted.”
Available in select markets for a limited period, the Learners’ Pack aims to invite people to go beyond gifting, encouraging them to use language as a medium for empathy, connection, and cultural appreciation. Because in a country as diverse as India, sometimes, one word is all it takes to make someone feel seen, heard, and welcomed.
Watch the creative film here:
