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Tag: Cadbury 5 Star

  • Titled 'Elevator'

    Ogilvy releases new film Cadbury 5 Star

    By Our Staff

     

    Cadbury 5 Star, the chocolate brand from Mondelez, and Ogilvy India have come together to launch a campaign titled ‘Do Nothing’.It has been directed by Prasoon Pandey of Corcoise Films.

     

    Speaking about this, Nitin Saini, VP- Marketing, Mondelez India, said, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savoring the simple pleasures can be the ultimate act of chilling. We’re confident that this dramatic and quirky ad will connect with chocolate enthusiasts nationwide, further enhancing the distinct identity of Cadbury 5 Star as the champion of ‘Doing Nothing.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “5 Star is back with another crazy interpretation of ‘Do Nothing’. Over the years, the brand’s counter-culture stance has resonated strongly with the youth, with each piece adding to the campaign’s massive popularity. We hope our latest avatar continues to surprise and entertain people.”

     

     

  • A microsite that uses GPS for #DoNothing proposition

    Cadbury 5 Star launches Mush Detector for V-Day campaign

    By Our Staff

     

    Cadbury 5Star from Mondelez India has rolled out a campaign for this Valentine’s Day. As part of this year’s #DoNothing proposition, the brand has introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing in peace.

     

    Speaking on the campaign, Nitin Saini, Vice President – Marketing, Mondelez India said, “Speaking directly to the nation’s youth, Cadbury 5Star with the perfect balance of quirk and wit has consistently conveyed relatable stories. Creating yet another engaging narrative for Gen Z, our latest edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers.”

     

    Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India added: ‘Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its ‘Do Nothing’ counterculture attitude. This year we have conceived and built a zany, dynamic webapp, the 5 Star Mush Detector – which helps people detect and avoid mush around them with a real-time map using various data points like nearby florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data is also triangulated with chocolate sales to deduce mush. The more lovey-dovey an area, the redder it appears on the map. The app also assists users find mush-free spots, where they can escape to ‘Do nothing’. To make it further engaging, friendly folks can help us in populating the real-time map during Valentine’s week, by reporting mushy places to avoid. It was a super-fun experience creating this unimaginably, sophisticated piece of work to take ahead 5 Star’s message for Valentine’s Day – ‘Escape the mush and Do Nothing in peace.”

     

    Shekhar Banerjee- Chief Client Officer and Office Head- West, Wavemaker India further added, “Continuing with our legacy of being a counter-culture brand, we are protecting the single souls from all the mush during Valentine’s Day with the mush detector app. This campaign has been mounted on the back of exclusive partnerships with brands like Frozen Bottle, Keventers, and Smaaash to create mush-free zones for singles to hang around while escaping the mush! In collaboration with popular faces that celebrate ‘singlehood’, we had a very unique use of hyperlocal targeting, we are alerting singles about the mushy areas to avoid, warning them to escape these zones through the mush detector app.”

     

  • Campaign concept and creation by Ogilvy Mumbai

    Cadbury 5 Star changes logo to Five Stars

    By Our Staff

     

    Cadbury 5 Star, the chocolate brand from Mondelez India, has taken its tagline ‘Do Nothing’, a notch higher. The brand has simplified its logo into a graphic of five stars. The campaign is created and conceptualised by Ogilvy Mumbai.

     

    Said Nitin Saini, Vice President – Marketing, Mondelez India: “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the ‘Do Nothing’ proposition. As a youth centric brand, all our recent efforts were aimed to resonate with the current generation – from NothingCoin, to our Valentine’s Day alibi campaign ‘My Cousin’s Wedding’ campaign. Now with #5StarsEverywhere, the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing on advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promotions, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message – Do Nothing.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Cadbury 5 Star believes in the philosophy of ‘Doing Nothing’. To solidify this idea in young minds, we conceptualized a smart hack with #5StarEverywhere. This is a disruptive, app takeover idea which maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps which have a rating mechanism. In the festive season when brands bombard consumers with thousands of branded ads, we cleverly re-designed the 5 Star wrapper to mimic the ‘ratings’ section which are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star literally everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will achieve to be literally everywhere and be part of fun conversations by doing nothing beyond the regular media budget.”

     

  • Has launched 'The 5 Star Valentine's Day Alibi'

    Cadbury 5 Star celebrates the season of romance

    By Our Staff

     

    Cadbury 5 Star has launched ‘The 5 Star Valentine’s Day Alibi’ campaign.

     

    Said Anil Viswanathan, Vice President, Marketing – Mondelez, India: “Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles – to not only help them steer away from the awkward questions but also give them an experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humour and quirk intact. After all, singles also deserve to have fun.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day can be quite daunting for someone who’s single or just not into it. Since 5 Star has been championing the cause of people who just want to ‘do nothing’, we took it a step further this year by offering them a perfect escape from the madness. A commonly used excuse that will no more be a lie. As crazy as it sounds, some people will soon be spending Valentine’s Day doing literally nothing on a faraway island called ‘My Cousin’s Wedding’.

     

    Said Shekhar Banerjee, Chief Client Officer and Head-West, Wavemaker India: “We didn’t just stop at creating an Island called My Cousin’s Wedding but also created a larger-than-life Embassy similar to a real one to create a legit experience. If that wasn’t enough, we even went ahead and created outdoor banter with a counter-culture approach between Cadbury 5 Star and Cadbury Silk thus establishing the brand’s different positioning while still leveraging the occasion that’s meant for the brands promoting love. To amplify the campaign further we tapped into various relevant youth touch points with a 3600 activation that helped us dial up the messaging across our TG and build in the brand messaging of escaping this Valentine’s by simply Doing Nothing! The response has been overwhelming and a lot of chatter around the escape plan by simply doing nothing is the talk of the town.”

     

  • Conceptualised by Ogilvy India

    Cadbury 5 Star launches first digital currency campaign

    By Our Staff

     

    Cadbury 5 Star launches its first digital currency called ‘NothingCoin’, that gets mined while you do nothing. The brand has partnered with Paytm and Reliance JioMart for customers to redeem their earned ‘NothingCoins’.

     

    Speaking about the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5 Star’s brand persona of being witty and speaking in a language that excites the youth.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “NothingCoin is an innovative engagement idea that’s witty, catchy and fun, just how a 5 Star idea should be. For the always-on generation, 5 Star’s NothingCoin is a smarter way to take a much-needed digital break, do nothing and yet get rewarded. And what made the idea zanier was opening an actual bank which encouraged people to mine NothingCoins by simply doing nothing.”