Background

India has always been a diverse mix of cultures, communities, languages, religions and traditions. People have mingled, respected and celebrated each other’s way of life. Gradually, this setting has changed. As reported by Huffington Post on 14 April, 2017, India now ranks fourth in the world for highest social hostilities. Cadbury believes that we are all inherently generous. We just need to be reminded of it, sometimes. So Cadbury created The Unity Bar. The world’s first chocolate with dark, blended, milk and white chocolate, united in one bar. The chocolate sold out within 2 hours of its launch. But with a global reach of 903.7 million, earned PR worth 21 lakhs and 1.6 million impressions on twitter, conversations about the Cadbury unity bar lasted much longer.

Describe the creative idea (40% of vote)

In an increasingly intolerant society, Cadbury wanted to remind people of their inherent generosity. So instead of an advertising campaign, we decided to create something tangible. Our idea was to reduce and distill the idea of India with her countless languages, cultures and religions into the lush shorthand of chocolate. So, just as India's diverse people lived together under one sky, one nation, we crafted a chocolate made of all the colours of the chocolate rainbow, under one wrapper - a sweet ode to India's unity in diversity, that could be held, touched, tasted and remembered. The Unity Bar is the world's first chocolate with dark, blended, milk and white chocolate, all under one wrapper.

Describe the execution (40% of vote)

Being the first chocolate of its kind, The Unity Bar had to undergo intensive tests before it could be put on the market. We created several prototypes, each one tested on different aspects of temperature, hygiene, size and taste by expert R&D teams. Meanwhile, we closed production of all our regular chocolates at our plant for 2 days. As profits weren't the objective behind this special edition chocolate, we put it on the market at a symbolic price of Rs. 73 to celebrate India's 73rd year of freedom.

List the results (20% of vote)

The Cadbury Unity Bar was sold out within two hours of its launch on Flipkart, at the rate of one bar in less than every 5 seconds. But with a global reach of 903.7 million, earned PR worth 21 lakhs and 1.6 million impressions on twitter, conversations about the Cadbury Unity Bar lasted much longer. The special edition chocolate was propelled through print publications like The Economic Times, Sakshi and Sakal which gave a reach of 1.46 million. It triggered 6.4k conversations on the subject globally with 4.4k from India. We received a lot of love and some hate too. But, at least, we united the social media world on one topic of conversation for quite a while.