Cadbury 5Star introduces Nothing University to embrace AI and celebrate 'Doing Nothing'

Cadbury 5Star has introduced Nothing University where people can sign up to learn the art of ‘doing nothing’ and get a certification. The brand has unveiled a campaign to embrace AI instead of fearing it, in line with its tagline, ‘Eat 5-star, do nothing’.

People can participate and experience the course online through the microsite 5staruniversity.com which hosts interactive video sessions. Once registered, people can take courses in modules taught by corporate-employees-turned-comedians Atul Khatri and Rahul Subramanian to enjoy Doing Nothing in the midst of getting ready for an AI powered future workspace. At the end of the course, students will also get a certification as a fun take on the completion of this activation.

Nitin Saini, VP- Marketing, Mondelez India, said, “Cadbury 5Star’s Do Nothing ideology has stood as a proud and humorous counter to the modern culture of living life on-the-go. Currently, the advent of AI is taking the industry by storm and making everyday job easier thus, leaving more room for people to ‘Do Nothing’, and as the cultivators of this ethos we want to help people ace it. The introduction of Nothing University is a cheeky take on this concept and our attempt to help everyone upskill in ‘Doing Nothing’. This will not only elevate the brand’s purpose but also establish an unforgettable and fun experience for the consumers of today.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, "With AI dominating the news almost every day, there is a lot of debate and speculation about the impact it will have on every industry. In its signature irreverent style, Cadbury 5 Star has taken a crazy dig at it by celebrating the prospect that when AI does most of our work, we'll get a lot of time to chill and do nothing. We have conceived and crafted the Nothing University and developed an entire curriculum around doing nothing efficiently in the future workplace, complete with interactive video lectures and a diploma."

Shekhar Banerjee, Chief Client Officer and Office Head, West, North and East, Wavemaker India, said, “In the era of AI, 5Star's Nothing University is revolutionising norms with a witty curriculum on 'Doing Nothing.'. In collaboration with top comedians, influencers, and brand partnerships, we aim to amplify the delight of 'Do Nothing', with a counterculture narrative. From enrolment to graduation, our media campaign is brimming with playful essence, embarking on a journey into the art of doing nothing, reshaping skill development with a touch of humour across multiple media touchpoints”

Cadbury 5Star campaign:

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