India is at a crucial moment in its history. Recent developments in the hotly contested region of Kashmir, criticisms of the current administration, and question marks over the country’s attitude to diversity have all caused a headache for the largest democracy on earth. As it approaches the 73rd anniversary of its independence from Britain, India is arguably more fractious and disparate than at any point since the 1940s. Fortunately, confectionary experts Cadbury have come up with a solution.
To celebrate the nation’s historic liberation, the British-based chocolate business have decided to introduce the “Unity Bar”. Featuring four different kinds of Cadbury chocolate, including dark; blended; milk; and white, the Unity Bar has been specifically created to highlight India’s diversity and draw attention to the need for integration nationwide.
The concept for the Unity Bar came courtesy of design agency Ogilvy, who emphasised that the bar was “made to celebrate India and her people because sweet things happen when we unite.” A promotional video for the release was also accompanied by a newspaper ad, reading:
“We are all different. You, me, we, us, humanity — a rainbow of brown, a giant bouquet of mother tongues, a churning confluence of cultures. It is these very differences that make us the same. All of us equal. All of us beautiful. All of us, together under one sky.”
The new bar also got a mention on Cadbury India’s official Instagram account, where a photo of the chocolate came with the caption:
“This Independence Day, let's celebrate a country that stands united in its diversity. Presenting the Cadbury Unity Bar, India's first chocolate with dark, blended, milk and white chocolate all under one wrap.”
Cynics have understandably questioned whether chocolate is the right medium through which to implement lasting social change in India. Nonetheless, recognition of the current political climate could be the first step on the road, even if it does come from Cadbury.