Cadbury 5 Star and Ogilvy India Unveil 'Do Nothing' Campaign

Cadbury 5 Star has collaborated with Ogilvy India to introduce a new and amusing "Do Nothing" campaign, further enhancing the brand's identity with a humorous approach to light-heartedness. Throughout the years, in partnership with Ogilvy, the chocolate brand has explored various creative avenues, such as taking over Google Assistant with a 'Do Nothing Mode,' capitalizing on the crypto trend with 'Nothingcoin,' orchestrating a highly visible ad campaign on a minimal budget, and most recently, establishing a 'Nothing University' to prepare individuals for an AI-dominated future, encouraging them to embrace AI rather than fear it.

The latest advertisement, named 'Elevator,' narrates the tale of an individual who receives a call at an inconvenient moment but is so engrossed in savoring his Cadbury 5 Star that he chooses not to respond. Directed by Prasoon Pandey of Corcoise Films, the concept for the ad was developed by Ogilvy India.

Speaking about the new ad, Nitin Saini, VP, Marketing, Mondelez India, said, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC, we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savoring simple pleasures can be the ultimate act of chilling. We’re confident that this dramatic and quirky ad will connect with chocolate enthusiasts nationwide, further enhancing the distinct identity of Cadbury 5 Star as the champion of 'Doing Nothing".

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, "5 Star is back with another crazy interpretation of 'Do Nothing'. Over the years, the brand's counter-culture stance has resonated strongly with the youth, with each piece adding to the campaign's massive popularity. We hope our latest avatar continues to surprise and entertain people".