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5Star’s Ramesh and Suresh get lost on a vacation this time

Building on the 11-year-old legacy of Ramesh and Suresh that Cadbury 5Star banks on, Ogilvy & Mather has created another humorous ad for the chocolate brand

BestMediaInfo Bureau | Mumbai | October 21, 2016

5Stars-Ramesh-and-Suresh Click on the Image to watch the TVC.

Mondelez India, a part of Mondel?z International, recently launched a new TVC for its latest ‘extra caramelly Cadbury 5Star’, starring its iconic Ramesh and Suresh pair.

Showcasing the idea ‘Jo khaaye extra kho jaaye’, the new TVC conceptualised by Ogilvy & Mather has given the iconic duo a much cooler look as they are on a vacation. They are seen walking in a relaxed mood with their shoelaces tied together. The TVC portrays Ramesh and Suresh sitting on a bench, getting extra lost in the taste of the new caramelly Cadbury 5Star. Right next to them is a thief, eyeing the purse of a lady sitting on the adjacent bench. While Ramesh and Suresh are engrossed in the taste of the extra caramelly Cadbury 5Star, the thief attempts to steal the lady’s purse and run away, not realising that one of them (Ramesh/Suresh) had accidentally tied his shoelace with that of the thief. The thief trips and falls flat on the floor. The film brings out the good in getting extra lost as the duo manages to save the day. The film once again manages to show the quirky behaviour of the duo, bringing a smile on viewers’ faces.

Prashant Peres Prashant Peres

Prashant Peres, Director, Marketing (Chocolates), Mondelez India, said, “Being the market leader in the overall chocolate portfolio, we are committed to paving the way for the growth of count-line category in the Indian market. Our lead brand, Cadbury 5Star, has been highly successful in the youth segment. In alignment with the growth vision of enhancing the chocolate-eating experience, we have refurbished the product to make it ‘more caramelly’. The new cooler avatar of the product is supported by a new TVC campaign which showcases a more immersive eating experience by featuring the iconic Ramesh-Suresh duo and bringing out the goodness of getting lost.”

Hitesh Patel Hitesh Patel

Hitesh Patel, Executive Vice-President, Ogilvy & Mather, Mumbai, said, “Ramesh and Suresh have been the stars of the ‘Lost in the taste of 5Star’ campaign and over the years consumers have come to love them, making them synonymous with the brand. For the new product launch, with more caramel, we have added a new dimension of them being extra lost and inadvertently leading to a positive outcome.”

Over the years, Cadbury 5Star has entertained viewers with innovative campaigns and the brand’s positioning has evolved to suit the changing consumer behaviour. With this TVC, Cadbury 5 Star takes forward the idea of getting ‘Lost in Taste’ by giving it additional emphasis to bring out the rich extra caramel quotient of Cadbury 5Star. Targeting the youth segment, this new TVC aims to build appeal and drive the enhanced chocolate-eating experience of the refurbished Cadbury 5Star.

The TVC:



Executive Creative Director:  Rajiv Rao

Senior Creative Directors: Amitabh Agnihotri & Sameer Sojwal

Creative: Amitabh Agnihotri, Sameer Sojwal

Account Management: Hephzibah Pathak, Hitesh Patel, Beenu Kurup, Aayushi Agarwal

Account Planning: Ganapathy Balagopalan, Srikeit Tadepalli, R Abishek

Production house: Curious Films

Director (film): Vivek Kakkad

Producer: Shahzad Bhagwagar

Director of Photography: Maciek Sobieraj

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