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5Star becomes the cure for “seriousness”

New campaign by Ogilvy bids goodbye to the 'Jo Khaye Kho Jaye' – at least for now 

Sohini Sen | Mumbai | February 24, 2014

5Star-Antiseriousness-TVC Click on the image to watch the TVC.

Cadbury has launched its newest campaign for the 5Star chocolate range. The campaign, conceptualised by Ogilvy, is a fun take on life and everything around. 5Star some years ago had launched the now-famous ‘Jo Khaye Kho Jaye’ campaign where they showed Ramesh and Suresh, the two lovable though slightly idiotic boys getting lost in the taste of the new 5Star. While that campaign was launched to reinvent the brand 5Star, it is now time to expand it beyond the image of just a chocolate treat. Keeping this in mind, Ogilvy has designed a humorous campaign removing the brand from the Ramesh-Suresh duo. While the previous campaigns spoke about getting lost in the taste, the agency feels that it also helped the youth to be free of pressure and shrug off seriousness.

The TVC traces the genesis of seriousness and how it assumed endemic proportions before revealing 5Star as a solution in the typical style of a pharmaceutical advert, with a doctor demonstrating how 5Star works on the body and brain to cure seriousness (but naturally non-seriously).

Aptly named 'Condition Serious Hai', the campaign opens with the voiceover saying that ages ago children used to come laughing into the world. But suddenly things changed when a disease called “seriousness” came about and made everything grim. It then goes on to show the different kinds of serious kids being born, who grow up to be serious bosses, dull youngsters or strict school teachers. The video then continues to show that the cure to the disease has been found in the new 5Star which with its chocolate, noga and caramel kills the serious bug in the brain. The TVC ends with the slogan “5Star andar, seriousness bahar”. “We felt that it was time for us to move out of the Ramesh-Suresh phase and play a larger role for the youth. And the one cause that was begging to be taken up was that of seriousness. India, according to most of us, is a serious country. We wanted to teach people to loosen up a bit, to chill and relax. What you see right now is therefore the first episode of that campaign. It will be continued with more ads on how it spreads and who it affects, etc,” explained Abhijit Awasthi, National Creative Director, Ogilvy & Mather. Awasthi added, “The television ad creates the context for the rest of the fun stuff that will follow soon. We will shortly roll out the other elements of the campaign spawning multiple mediums that will help our consumer experience this new brand advancement across all relevant touch points.”

The TVC:

[youtube]http://www.youtube.com/watch?v=KA36qaM-jhc[/youtube]

Credits:

Agency: Ogilvy & Mather Mumbai

National Creative Director: Abhijit Avasthi

Senior Creative Directors: Amitabh Agnihotri, Samir Sojwal Senior VP: Sonali Sehgal

Account Director: Mallika Raina

Account Executive: Sunayana Gopal

Production House: Corcoise Films

Director: Prasoon Pandey

Sohini.Sen@BestMediaInfo.com

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