Cadbury 5 Star is back with a new TVC bringing the entertaining sibling characters Ramesh and Suresh back on screen.The TVC is created by Ogilvy.
The TVC opens with the two siblings Ramesh and Suresh entering a tailor's shop to get their father's trousers altered. While the tailor asks his helpers to do the same, the two decide to munch on Cadbury 5 Star and get absolved in the taste so much so that they end up forgetting whatever happened moments ago. They come back to senses and give the same instructions to the tailor, again. And when they see the trousers altered more than what was required, they tend to lose their temper on the tailor but in the next shot, they would bite on their 5 Star and forget everything yet again and ask the tailor to alter the trousers one more time. The same act keeps on repeating, as if on a loop, till the trousers are reduced to mere half-pants.
Abhijit Avasthi, national creative director, Ogilvy, explained the creative thought behind the TVC and said, "'Jo khaaye kho jaaye' has been the proposition for Cadbury 5 Star for almost six to seven years now. The creative expression therefore involves different renditions to show that one is completely lost in the taste of the chocolate. With their temporary amnesia tendency, the Ramesh-Suresh duo have become more like cult figures. So, we decided to bring another interesting episode with them."
The TVC uses a quaint word 'bilang' (hindi equivalent of an inch). Avasthi shared that it was Prasoon Pandey who suggested to use that word as these are the little things that the audience picks up and remembers for a long time.
Avasthi lightheartedly added that working with the sibling characters is always an amazing experience as they are two lunatic guys and they help create an amazing ambiance on the sets.
On the choice of sets, he stated that their intent was to show a cosy small town tailor's shop that one hardly gets to see these days.
Creative: Abhijit Avasthi, Sameer Sojwal, Amitabh Agnihotri
Servicing: Sonali Sehgal, Bhavna Thakur, Pulkit Vasisht, Sunayana Gopal
Planning: Kawal Shoor, Ganapathy Balagopalan
Production: Corcoise Films
Director: Prasoon Pandey