Cadbury Dairy Milk has released two new advertisements centered on the theme of belonging and acceptance in unfamiliar environments, though one raises concerns with its approach to a sensitive topic.

The first ad features a college freshman who, while searching for his room, is summoned by seniors in what initially appears to be a ragging scenario. When asked to reveal what he’s brought for them, the freshman innocently offers a Dairy Milk bar, pronouncing it as “Chaaklet.” Though the seniors mock his pronunciation, one conscientious senior transforms the potentially intimidating situation into a lighthearted moment through song.

This narrative device isn’t new for Cadbury and its creative agency Ogilvy. Their 2010 “Shubh Aarambh” campaign included a similar “Hostel” ad where juniors won over seniors with chocolate. However, the romanticization of ragging—even suggesting a chocolate bar can prevent harassment—is questionable, particularly amid serious incidents of extreme ragging in student housing.

The second advertisement portrays a Chennai woman who speaks English finding acceptance in a Hindi-speaking community. Despite language barriers, one neighbor attempts broken English to make her feel welcome.

Both advertisements fall under Cadbury’s “Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye” (When something good happens, have something sweet) positioning, suggesting even small positive moments deserve celebration with chocolate. This marketing approach parallels Maaza’s summer campaign, which encourages consumers to celebrate minor victories with their fruit drink.