Conceptualised by Ogilvy & Mather, ‘The Good in Getting Lost’ campaign is aimed at rekindling excitement in the brand
BestMediaInfo Bureau | Delhi | September 29, 2015
Mondelez India Foods, a part of Mondel?z International, recently launched the ‘The Good in Getting Lost’ campaign for Cadbury 5Star, starring the iconic duo – Ramesh and Suresh.
Ramesh and Suresh have been at the heart of Cadbury 5Star commercials since 2006 and will continue to entertain viewers with their rib-tickling, innocent antics, which see them unintentionally doing good while immersed in the deliciousness of a Cadbury 5Star. As the next leg of the campaign, Cadbury 5Star is back with ‘The Good In Getting Lost’ campaign, aimed at rekindling excitement in the brand.
The creative agency for this campaign is Ogilvy & Mather; digital agency is Ogilvy One and media agency is Pinnacle (Madison).
Cadbury 5Star’s brand positioning over the years has evolved to suit changing consumer behavior to adapt to today’s times. Initially, 5Star denoted togetherness, hunger, energy, irresistible and soft chew. This has, however, transformed over time and currently 5Star – in its all new colourful packaging, epitomises the sensation of being ‘Lost in Taste’ – a luxury for consumers, given the extremely energetic and demanding times we live in.
Commenting on the new campaign, 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 the iconic duo Ramesh & Suresh brings alive the unintentional good effects of getting lost in the flavors 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.”
In the latest TVC, Ramesh and Suresh ride a tandem bicycle to their favourite Cadbury store. The shopkeeper, who happens to know them well, hands them their favourite 5Star bar. While the duo is lost in the taste of the chocolate, a gang of bank robbers parks their van behind Ramesh and Suresh and enters the bank. While still lost in the taste of their 5Star bars, the duo walks up to the van taking it to be their bicycle and enter it. In the mean time, the robbers after looting the bank approach their van and dump the sacks of cash in the van, when suddenly Ramesh and Suresh drive away, leaving the robbers high and dry.
Amitabh Agnihotri, Senior Creative Director, O&M, commented, “Cadbury 5Star is an iconic youth brand and we connect with the youth through entertaining stories of Ramesh and Suresh, who have been at the core of 5Star. Over the years we have done many creative renditions of being ‘lost in the taste of 5Star’, this campaign is a fresh take on the same proposition. We had a lot of fun creating it and we hope the audience enjoys it as much.”
With a structured aim at targeting the urban Indian youth segment (in the 15-24 age group) and to highlight Cadbury 5Star’s new vibrant pack, the ‘The Good In Getting Lost’ campaign is supported by a 360-degree communication approach, which includes the new TVC and extensive outdoor advertising.
Additionally, the campaign will have a strong presence on digital platforms, which involves a variety of innovative digital associations. Some interesting digital associations include a collaboration with Put Chutney (Tamil Nadu’s YouTube sensation) to create an entertaining video based on the popular Gaana Pattu style of Tamil Nadu.
Client: Mondelez India Foods
Brand: Cadbury 5Star
Creative agency: Ogilvy & Mather, Mumbai
Creative team: Amitabh Agnihotri, Sameer Sojwal
Account management: Hephzibah Pathak, Hitesh Patel, Beenu Kurup, Deepak Bulchandani, Sagar Gupta
Account Planning: Madhukar Sabnavis, Ganapathy Balagopalan, R Abishek, Srikeit Tadepalli
TVC Production house: Corcoise Films
Director (TVC): Prasoon Pandey