The humorous TVC, conceptualised by O&M, plays up the Chomp's taste which is sure to make one crazy
Sohini Sen | Mumbai | April 15, 2014
Cadbury already has a formidable bouquet of products. Adding to that line is their new launch 'Cadbury 5 Star Chomp'. Marking the launch of the new entrant under the 5Star umbrella, Cadbury has released a fun campaign designed by Ogilvy & Mather.
The Cadbury 5Star Chomp is filled with chocolate, caramel and nougat of Cadbury 5Star, along with the crunchiness of peanuts. The campaign focuses on the taste and eating habit for Chomp, just as it had done with 5Star.
However, unlike 5Star where Ramesh and Suresh would mellow out and forget the world around them because of the taste, the Chomp's bite is sure to make one crazy. Keeping the âeat stateâ as its core message, the TVC encourages consumers to eat the Cadbury 5Star Chomp with inhibited gusto.
âThe idea was to introduce a sub-brand from the 5Star stable and yet differentiate it. The product has a lot more peanuts in it, and we are presenting it as a product which requires you to go wild, to tear or rip into it. We wanted to show through a humorous campaign how people would react to the eating experience. It has the whole 5Star brand of humour, but at the same time we are staying away from how the 5Star taste allows you to get lost. This time it is to go wild,â explained Abhijit Avasthi, National Creative Director, O&M.
The TVC opens with a man entering an old elevator. However, a second later, a ghost joins him. The ghost tries his best to spook the man, but fails. The man is more amused by how he can move through walls and gates, etc. The ghost, seeing that the one thing he is good for â scaring people â is not working anymore, is heartbroken and starts sobbing. To comfort him, the man offers him a bar of 5Star Chomp. The ghost bites into it, but with every bite grows engrossed in the chocolate and finally manages to scare the man!
Siddhartha Mukherjee, Director - Chocolate Category & Media, Cadbury India, said, âAs 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 brandâs play in the category. We therefore see the launch of Cadbury 5Star Chomp expanding the repertoire of Cadbury 5Star.â
The 42-second campaign will be followed by digital and social media campaigns to drive awareness and encourage consumers to bite into the goodness of Cadbury 5Star Chomp.
Creative Agency: Ogilvy & Mather
National Creative Director: Abhijit Avasthi
Senior Creative Director: Amitabh Agnihotri
Senior Creative Director: Sameer Sojwal
Account Management: Sonali Sehgal, Mallika Raina, Sunayana Gopal
Planning: Kawal Shoor, Ganapathy Balagopalan, Roma Singal
Production House: Tubelight Films
Director: Prashant Issar
Producer: Radhika Sawhney