The Indian subsidiary of UK confectioner Cadbury-Schweppes has committed a serious advertising gaffe by comparing its Temptations brand to the disputed territory of Kashmir with the tagline: "Too good to share".

The advertisement was scheduled to coincide with India's Independence Day and depicts Kashmir along with a riddle: "I'm good. I'm tempting. I'm too good to share. What am I? Cadbury's Temptations or Kashmir?"

Hindu nationalists and politicians from all parties have called for a public apology from Cadbury India Ltd. Disputes of ownership of Kashmir have been at the root of two of the three wars between India and Pakistan since their independence from British rule in 1947. Both countries lay claim to Kashmir, and many lives have been lost in battles over the region.

Cadbury India apologised for the advertisement, releasing the following statement: "The press advertisement for Cadbury Temptations [...] was issued entirely in good faith, with no intention whatsoever to offend the sentiments of the public. […] We offer our sincere apologies to any section of the public that may have been offended by this advertisement."