The film opens with two men, Ramesh and Suresh, shown coincidentally walking into a shop together to buy a 5 Star chocolate. As they start opening their 5 star, they look at each other and turn out to be long-lost friends. As they embrace and start chatting with each other, they take a bite of the chocolate. With the bite, they seem to forget about their long lost friendship and they are shown getting lost in the taste of the chocolate. The "friends" resume their chat only after they're done chewing the chocolate. It happens repeatedly with each bite that they take. The film ends with the voiceover stating, “Cadbury 5 Star ki har bite mein hai Chocolate, Caramel aur Nougat. Toh bus khaiye, aur sab….bhool jaiye!”
Speaking of the campaign, a Cadbury spokesperson said, “Cadbury 5 Star is the second largest brand in the Indian chocolate market after Cadbury Dairy Milk and its unique involving taste with Chocolate, Caramel and Nougat makes for sheer indulgence. Getting lost in the taste of 5 Star has been a successful platform for the brand for last 3 years, and over several varied creative executions on this platform, the brand has posted high double digit growths consistently year after year."
Commenting on the TVC, Abhijit Avasthi, national creative director, Ogilvy & Mather India, said, “The 'Lost in the taste of 5 Star' proposition and the quirky brand of humour have been highly appreciated in the past. So we wanted to continue the theme with yet another interesting rendition.”
The TVC has been directed by Prasoon Pandey of Corcoise Films and along with television, the campaign will be promoted on radio, internet and via mobile.
Abhijit Avasthi & Rajiv Rao - national creative directors
Amitabh Agnihotri - creative director
Sameer Sojwal - associate creative director
Samrat Bedi - vice president
Abhimanyu Khedkar - account director
Pulkit Vasisht - account supervisor
Riddhi Patel - account executive
Fuzail Sait - account executive
Kawal Shoor - president - strategic planning
Ganapathy Balagopalan - group head planning