Mondelez India’s Cadbury 5Star has rolled out a campaign titled 'Do Nothing' with on-ground activations.
The brand, in association with Paytm and Reliance JioMart has launched NothingCoin, a new form of currency that gets mined by purchasing Cadbury 5Star.
The campaign creatives are handled by Ogilvy, whereas Wavemaker would be responsible for all the brand's platforms. It will be running for two months PAN-India.
For the outdoor activation, one of the key locations selected is Nariman Point, Mumbai, using a traditional bank set up. The bank has a loans counter, an ATM, and investment schemes with quirky messages that ask the consumer to do nothing.
The aim of the campaign is to have a special appeal with youth-based consumers, as cryptocurrencies have been gaining a lot of momentum.
Consumers can mine coins by buying a Cadbury 5Star, scanning the QR code, and logging onto the Do Nothing mining website.
With this brand activation, consumer's can reclaim offers from Cadbury 5Star's digital mall, linked with the website. This site has products from The Souled Store and offers from Paytm, as well as JioMart vouchers.
In addition to the brand activation, a 360-degree integrated marketing communication, including digital films, innovative outdoor, and influencer-led activation has been planned.
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 5Star’s brand persona of being witty and speaking in a language that excites the youth.”