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Cadbury 5Star returns with ‘Do Nothing’ Assistant in the latest campaign

Shreoshree Chakrabarty December 22, 2020
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The perfect fusion of indulgence and technology comes in yet another quirky campaign of Mondelez India’s iconic brand Cadbury 5Star while the brand prevails the ‘Do Nothing’ proposition. By introducing, the first-ever AI that helps you do nothing, the ‘5Star Do Nothing Assistant’ is upping its game a notch higher. Ogilvy has conceptualized it whereas Google partners with 5Star. On every android device, with Google Assistant, the 5Star Do Nothing mode gives you more perspective and does the exact reverse. Say “Ok Google, eat a 5Star” and this is all you need to do. This will get your Google Assistant to lean back, relax, and motivate you to do nothing as well.

A cheeky response to every question you ask is built-in the AI and it is trained to answer them which makes you rethink your plans and wonder if you are better off just doing nothing.

 Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Cadbury 5Star has always been at the heart of our country’s youth culture through its innovative campaigns and quirky narratives weaved into relatable scenarios. With the ‘Do Nothing’ campaign, our focus has been to generate some light-hearted relief in serious times and reiterate the most important message of today to unwind and take a break. We are taking this a step ahead with our latest association with the Google Assistant to create a humorous and chocolaty experience for our target audience, strengthen our consumer connect and further propagate our brand message. This campaign is a testimony of 5Star’s brand persona of being witty and quirky which perfectly resonates with Gen Z who are increasingly getting inclined towards all things tech.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said: “Today’s digitally native youth are always hungry to pack more into their day and AI assistants help them multitask and do more. However, at times, it’s also good to just chill. So, we helped people do just that. Say “Ok Google. Eat a 5Star” and enter the ‘DO NOTHING MODE’ and then enjoy the Google Assistant help you do nothing.  Answers to most commonly asked questions are ready in this mode. So, give it a try and enjoy doing nothing.”

Designed to encourage the youth to get a first-hand experience of the latest feature at the back of digital films, radio, social media and influencer-led activations, the rollout of the campaign will be supported by a 360-degree communication approach.

Shekhar Banerjee, Chief Client Officer & West Head, Wavemaker India said: “This is yet another example that advertising is not limited to any format, but we need to focus on the core brand idea, the right platform and the connection we build with our audiences. This is a great example of Personalization @ Scale, every user differently interacts with their voice assistant, we are making sure we reach these different audiences and make 5Star relevant.”

Watch the TVC here.

Doing Nothing just got a whole lot cooler and techy. Need a friend who is always by your side motivating you to take a chill pill and do nothing? Now, you know where to find him!

Agency Credits

Creative Agency: Ogilvy, Mumbai

Chief Creative Officers: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha

Creative Team: Karan Sridharan, Nitin Menon, Nishigandh Dhende, Kaustubh Basankar, Sherwin Mascarenhas, Suraj Kolhapure

Account Management: Prakash Nair, Beenu Kurup, Meet Parikh and Priya Thakkar

Planning Team: Ganapathy Balagopalan, Russell John, Nadia Miranda and Atreyi Nag

Production House: Windchimes Films: Director: Kunal Pardeshi, Producer: Seap Bhagchandani

Tech Partner: ArrowAI

Media Agency: Wavemaker India

PR Agency: MSL India

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