Cadbury 5 Star's new campaign introduces time travel vessel to erase Valentine's Day

Cadbury 5 Star has launched its Valentine’s Day campaign, aiming to eliminate the conventional celebration of the day of love. Building on last year’s endeavour to help escape the mush, the brand along with its volunteers will introduce a ‘time travel vessel’, with a mission to Erase Valentine’s Day.

The campaign has been conceptualised by Ogilvy.

On February 14, three volunteers will embark on a mission to fast forward the day from their timelines, with the entire world invited to witness the spectacle through an event which will be live-streamed for all.

Nitin Saini, VP- Marketing, Mondelez India, said, “Cadbury 5Star is an embodiment of bold cheekiness and mischief, and the current campaign will meet a new level of whimsy by doing the impossible – Erase Valentine’s Day. Since last year escaping Valentine’s Day was just not enough for some, we wanted to break the mush meter altogether for the 5 Star fanatics, and fast-forwarding the day seemed like the only way to accomplish the mission while also offering a rollercoaster ride of laughter and endless banter. We hope this first-of-a-kind voyage with 5 Star will be a successful one with the mission as a new ray of hope for singles who will hopefully join us as Mission Engineers to make this collective dream come true.”

Cadbury 5Star has embarked on this mission in partnership with the space scientist Nambi Narayanan, to introduce a unique ‘time travel vessel’, a ship named F.N.S. Cringe Vinash, that will be sent to cross the International Date Line between American Samoa and Samoa at exactly 11:59 pm on February 13, 2024 (American Samoa Time), thereby crossing the 24-hour threshold and setting foot into February 15, 12:00am - the local time on the other side of the International Date Line thus, skipping 24 hours of Valentine’s day in a single minute!

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, "5 Star has been surprising audiences every year with crazy digs at Valentine's Day. But this time, when Karunasagar Sridharan proposed the idea of literally erasing the day using time travel, we instantly knew that this was going to be bigger than anything we've done, and a mammoth task to pull off. Fortunately, the Ogilvy Experiential Marketing Team lead by Krishnakant Mishra managed to move mountains and get a ship to the middle of the Pacific Ocean, and our Ogilvy teams have orchestrated everything from a detailed live stream event in the middle of nowhere to a mission control room, and to add to the craziness, they've even brought in a legend like Nambi Narayanan to explain the science behind the mission. Every 'do nothing' campaign on 5 Star has been loved by audiences and we are looking forward to the buzz our latest installment generates."

The brand has released an ad film announcing the mission and asking viewers to sign up as ‘Mission Engineers’ by visiting the mission’s website– www.erasevalentinesday.com.

Shekhar Banerjee, Chief Client Officer and Office Head – Wavemaker India, said, “When it comes to building an anti-culture narrative, we know that one-size-fits-all approach just won't cut it. Disrupting popular norms and triggering conversations requires a unique and differentiated approach to media. For this mission, we teamed up with some cool influencers as our hosts, carefully chosen to help us achieve our goal. As a countdown to the time-machine launch we will see diverse media touchpoints building anticipation for the D-Day. So buckle up and brace for impact as Cringe Vinash is about to rewrite cultural narratives like never before. Stay tuned for an unforgettable experience.”

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