5Star has launched an 'Extra caramel' variant. To communicate this, its characters Ramesh and Suresh have returned in an ad film conceptualised by Ogilvy.
Building on the Jo Khaaye Kho Jaaye (Get lost in its taste) idea, this film shows the duo walking through a street. One of them stumbles on the other because of his shoelaces being untied. They look at each other, and go sit on a nearby bench alongside another man. They pull out a 5Star each from their pockets and begin to eat it. Lost in the taste, one of them unknowingly ties his shoe laces with a man seated next to them. That man notices two girls on a nearby bench with an unattended bag. He gets up, grabs the bag and looks to escape. But he can't get past the duo because his laces are tied to one of the twins, and falls flat. The two women look at Ramesh and Suresh and extend a warm smile, while the thief is still on the floor. The film ends by introducing the new 'Extra caramel' variant with the line Jo Khaaye Extra Kho Jaaye. (Get further lost in the taste).
Prashant Peres, director – marketing (chocolates), Mondelez India, said, "Being the market leader in the overall chocolate portfolio, we are committed to paving the way for the growth of countline category in the Indian market. Our lead brand, Cadbury 5Star has been highly successful in the youth segment. In alignment with growth vision of enhancing chocolate eating experience we have refurbished the product to make it 'More Caramelly'. The new cooler avatar of the product is supported by a new TVC campaign which showcases a more immersive eat experience by featuring the iconic Ramesh-Suresh duo bringing out the good of getting lost.”
Hitesh Patel, EVP, Ogilvy & Mather India, said, “Ramesh and Suresh have been the stars of the ‘Lost in the taste of 5Star’ campaign and over the years consumers have come to love them making them synonymous with the brand. For the new product launch, with more caramel, we have added a new dimension of them being extra lost and inadvertently leading to a positive outcome.”
Client: Mondelez India
Creative agency: Ogilvy
NCD: Rajiv Rao
Creative team: Amitabh Agnihotri and Sameer Sojwal
Account management: Hephzibah Pathak, Hitesh Patel, Beenu Kurup, Aayushi Agarwal
Account planning: Ganapathy Balagopalan, Srikeit Tadepalli, R Abishek
Production house: Curious Films
Director (film): Vivek Kakkad
Producer: Shahzad Bhagwagar
Director of photography: Maciek Sobieraj