Cadbury’s 5Star Chomp looks to ‘shock’ its way into the market

Cadbury India has launched a new product under the Cadbury 5Star umbrella, Cadbury 5Star Chomp, with the addition of nougat and peanuts. An ad film to support the launch went on air on 8 April.

The film shows a man encountering a ‘ghost in human form in an elevator. Unable to scare the man, the ghost bursts into tears, and laments about how nobody is scared of him. To console him, the man offers a Cadbury 5Star Chomp. The ghost starts eating the chocolate bar with such ferocity that the man ends up scared. After showcasing the Cadbury 5Star Chomp chocolate bar containing nougat, chocolate, caramel and packed with peanuts, the brand signs off saying:  ‘Naya 5Star Chomp Faad Ke Khao’. As the ghost takes the last bite out of the chocolate, the man in the lift loses consciousness.

On the launch, Siddhartha Mukherjee, director - chocolate category and media, Cadbury India, said, “As category leaders we see a market making opportunity with Cadbury 5Star Chomp. The product has been developed keeping in mind the evolving consumer palette. Cadbury 5Star Chomp will introduce consumers to a completely new eat experience. Moreover, this launch is an important milestone in the journey of Cadbury 5Star and is expected to widen the brand’s play in the category. We therefore see the launch of Cadbury 5Star Chomp expanding the repertoire of Cadbury 5Star.”

Credits

Brand: Cadbury India
Creative agency: Ogilvy & Mather
Media agency: Madison Media