Mondelez India has launched an ad film for Cadbury 5Star, conceptualised by Ogilvy & Mather.
The film features the popular 5Star protagonists from past campaigns, 'Ramesh' and 'Suresh'. They ride a twin bicycle to a stall selling 5Star. The stall happens to be just outside a bank. They park the bicycle just across the stall and both indulge in a 5Star each. A blue van pulls up, out of which a few robbers in masks step out in a hurry and rush towards the bank. Ramesh and Suresh, lost in the chocolate, are oblivious to the happenings around them. The stall keeper ducks to save himself. The thieves make their way back with the loot and throw bags (of money) into the van. By this time, the protagonists, still lost in thought, have entered the van, instead of getting on their bicycle. As the loot is loaded and the door is shut, the van speeds off, leaving the robbers shocked and surprised and the stall keeper laughing. The four robbers then try to give chase on the bicycle in vain. The film comes to an end with the brand’s ‘Jo khaaye, kho jaaye’ tagline as the protagonists enjoy the drive.
Prashant Peres, director – marketing (chocolates), Mondelez India, said, “5Star has been one of our strongest brands under the Indian portfolio and has consistently experimented and revamped itself. The ‘Good In Getting Lost’ campaign is set to renew the desirability of getting lost, rekindling excitement in the brand. While the new engaging TVC starring iconic-duo Ramesh and Suresh brings alive the unintentional good effects of getting lost in the flavours and textures of a 5Star, the new colourful packaging has a contemporary design and will ensure that a 5Star stands out on retail shelves for consumers to spot easily.”
The brand is looking to target consumers aged 15 to 24 years, informed a statement on the campaign. The campaign will straddle TV, OOH and digital.
Director – marketing (chocolates): Prashant Peres
Creative agency: Ogilvy & Mather
Digital agency: Ogilvy One
Media agency: Pinnacle (Madison)