OgilvyOne gets the brand’s popular characters on-ground and online with a series of activities surrounding the ICC Cricket World Cup
BestMediaInfo Bureau | Mumbai | February 25, 2015
Ramesh-Suresh, the popular characters from the Cadbury 5 Star commercials, have been given a lease of digital and on-ground life by the brand. Surrounding the ICC Cricket World Cup, the characters have been involved in a series of activities that have been promoted on the digital platform. OgilvyOne Worldwide is the agency behind this campaign.
As part of the on-ground initiative, the characters worked at the ticket and food counters at PVR Cinemas in Mumbai and Gurgaon. They interacted with several unsuspecting movie goers and treated fans to some typical ‘lost’ Ramesh and Suresh moments. With on-the-spot gags, freebies and laughter for everyone, the brand ensured that fans had more than just a movie experience. Fans instantly shared pictures, tweets and comments on #JoKhaayeKhoJaye and joined the fun on Twitter and YouTube.
Rajiv Rao, National Creative Director, Ogilvy India, commented, “Ramesh and Suresh have been entertaining us on TV for years. For the first time, we decided to take them offline and introduce them to their fans in the flesh.”
Garima Dikshit, Senior Brand Manager, Chocolates (Gifting & Countlines), India, added here, “The activity, ‘Lost at work’, has taken our proposition of #JoKhayeKhoJaaye to a whole new level. It has not only driven a lot of conversations online, but has also given a real life experience to people around.”
Commenting on the activity, George Kovoor, Senior Creative Director, OgilvyOne, said, “For years Ramesh and Suresh have won millions of fans on TV. It was time to take them out of the TV and into real life. Sending them to work at PVR was not only a fun way for Cadbury 5 Star to engage its fans, but it was also a cool way to bring alive the campaign thought of ‘Jo Khaye Kho Jaye’.”
Following the offline activity, Ramesh and Suresh were ‘asked to find a new job by Pitaji’. Armed with a television set, a Soundcloud account, a Twitter fan-base, they gave themselves the work of giving commentary on the India-South Africa World Cup match. Ramesh and Suresh did shayaris, forgot the scores, created an anthem, read an audio-letter for the South African team, cried, yelled, opened contests, thanked fans with personalised messages and obviously got lost during the commentary.
“Getting Ramesh and Suresh to do real-time ‘lost’ commentary online during the India-South Africa match was a great way to leverage the World Cup and also bring alive Cadbury 5 Star’s campaign thought of ‘Jo Khaye Kho Jaye’. I am sure this was the first time a brand has used Soundcloud, a youth platform, for live cricket commentary,” noted Kovoor.
The agency informed that there were 26,926 plays for the commentary recordings on Soundcloud, and received about 380,221 Twitter impressions and 1.3 million reach on Facebook, with an engagement rate of 6 per cent.
Client: Cadbury 5 Star
Creative agency: OgilvyOne Worldwide
Senior Creative Director: Burzin Mehta, George Kovoor
Copy: Saarthak Dutt, Nandan Joshi
Art: Hetal Desai, Vishal Davde
Planning team: Ashwath Ganesan, Ajay Tawde
President and Country Head, OgilvyOne Worldwide, India: Vikram Menon
Gaurav Magotra, Zeeshan Khan, Neha Powar, Esha Gandhi