Mondelez’s campaign for Cadbury Dairy Milk has secured the 13th position on IMPACT’s list of the Top 75 Campaigns of 2025, recognising its culturally rooted storytelling and strong emotional connect.
The film centres on an English-speaking woman from Chennai who moves into a housing society in North India and struggles to fit in due to her limited grasp of Hindi. In one of the key moments, she meets a group of women from her building who are conversing in Hindi, leaving her feeling out of place. Sensing her discomfort, one of the women switches to broken English, helping bridge the language gap and making the newcomer feel welcome.
The gesture of accommodation and warmth becomes the emotional core of the narrative, underlining the brand’s larger theme of inclusion and human connection. By focusing on everyday interactions and small acts of kindness, the film reflects how empathy can transcend linguistic and cultural barriers.
Conceptualised by Ogilvy India, the campaign’s creative was led by Pratheeb Ravi and Srijan Shukla.
For the 2025 edition, the IMPACT editorial board evaluated campaigns across parameters such as narrative clarity, creative execution, originality and production quality. The final list highlights campaigns that stood out for their strong messaging, cultural relevance and ability to resonate with audiences across the country.
