In a step that has surprised as well as impressed netizens, Dairy Milk has gone about introducing chocolate wrappers with simple Kannada words paired with their English meanings. Although it might seem to be a sugary marketing trick on the face of it, the world wide web has rapidly associated this move with the current issue of language sensitivity in Bengaluru.

Cadbury, the Dairy Milk brand, appears to have struck a highly pertinent social discourse. As mounting debates rage in Karnataka on how essential it is to keep Kannada going even as more and more non-Kannada-speaking people move into the state, the decision is being interpreted by some as a shrewd brand tactic, while others interpret it as a step toward promoting respect for cultures.

Not Just Kannada, Other languages too

Notably, Marathi users of social media have reported seeing similar editions of the language, raising hopes that Cadbury might widen the initiative to other regional languages. Most view this as a good thing. “It’s time we take pride in our languages while being tolerant to non-native speakers,” replied one user, portraying the twin feeling of cultural pride and accommodation.

Others have cited the irony of language privilege in city environments such as Bengaluru. “We use English in offices and high-level meetings, but then suddenly shift to Hindi or another language outside. But how would it be perceived if a South Indian did the same in the North, speaking Kannada or Telugu?” one critic questioned, calling attention to the double standards which exist universally.

A misanthrope might say Cadbury is profiting from a sensitive subject, but most people welcome the educational spin. Pioneers of English might now learn some basic vocabulary simply by reading their favorite chocolate packet- a small but significant step towards fitting in with the local culture.

For some, it’s a nice gesture. For others, a savvy PR stunt. But for most Kannadigas, it’s just nice to see their language receive a little recognition- and respect-in daily life.

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