Entering the month of February, the air is dense with the chatter of love. For singles, this is one of the most maddening times, but fear not – Cadbury 5Star, the iconic brand from Mondelez India, has launched yet another unique campaign to help singles navigate through the love-sick zones and dodge gushy couples. As part of this year’s #DoNothing proposition, the brand has introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing in peace.
The web app/site tracks areas where romantic gifts like chocolates are being purchased in large numbers, as well as hotspots like restaurants, cinemas and public places that are likely to be swarming with couples and combines all the data to create a real-time map of mush in any given location. Users can also use the AR-mode to point their phone cameras at any location to see if there are mushy areas to avoid. The colour-coded map allows users from across the country to see where V-day celebrations are likely to be in full swing and identify quiet areas where they can do nothing in peace, far away from all the chaos.
Nitin Saini, Vice President – Marketing, Mondelez India: “Speaking directly to the nation’s youth, Cadbury 5Star with the perfect balance of quirk and wit has consistently conveyed relatable stories. Creating yet another engaging narrative for Gen Z, our latest edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers.”
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Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its ‘Do Nothing’ counterculture attitude. This year we have conceived and built a zany, dynamic webapp, the 5 Star Mush Detector – which helps people detect and avoid mush around them with a real-time map using various data points like nearby florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data is also triangulated with chocolate sales to deduce mush. The more lovey-dovey an area, the redder it appears on the map. The app also assists users find mush-free spots, where they can escape to ‘Do nothing’. To make it further engaging, friendly folks can help us in populating the real-time map during Valentine’s week, by reporting mushy places to avoid.”
“It was a super-fun experience creating this unimaginably, sophisticated piece of work to take ahead 5 Star’s message for Valentine’s Day – ‘Escape the mush and Do Nothing in peace.”
- Creative Agency: Ogilvy India
- Chief Creative Officers: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha
- Creative Team: Karunasagar Sridharan, Nishigandh Dhende, Jugal Joseph, Khushali Bhansali, Arushi Bajaria, Himanshu Sonparote
- Planning Team: Ganapathy Balagopalan, Russell John, Shiksha Singh
- Account Management: Maninder Bali, Beenu Kurup, Priya Thakkar, Patrick Britto, Vini Gada
- Media Agency: Wavemaker India