MAM

5Star's new ad draws flak; Ogilvy terms it as 'unfortunate' timing

Netizens took to social media to express their objection regarding the ad film

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/14/5star.jpg?itok=8sS5_eJp

MUMBAI: Even though Cadbury attempted to change its 5Star campaign strategy recently, it's got itself in a fix. The new ad film has drawn ire from netizens. Ogilvy India has termed the timing for the campaign as ‘unfortunate’.

Ogilvy India chief creative officer Sukesh Nayak, responding to indiantelevision.com said: “The timing has been most unfortunate. However, the campaign was conceptualised and executed way before.”

The new advertising campaign has not gone well with the netizens, especially with the youth, as many took to social media to express their objection regarding the ad film.

According to them, the ad shows today’s youth in a distasteful manner, at a time when many are voicing their concern by coming out on the streets over the passage and implementation of the Citizenship Amendment Act (CAA).

The chief creative officer explaining further said, “We did not think anyone would take a message that is meant to make you smile, in a wrong way. But yes, there are people who have not understood the point being made and there are a few who have misunderstood the message and are reading it negatively.”

Cadbury’s 5Star recently changed its television commercial (TVC) and came up with the new ad campaign with renewed tag line -- Eat 5Star, Do Nothing. The agency, explaining the idea behind the new ad film, said that the earlier campaign had started to become predictable and as youth abhors predictability, it was eventually decided to change the old ad campaign -- Jo Khaaye, Kho Jaaye.

The new television ad film opens with an aged woman, who is sitting on a roadside bench, asks a young boy to pick up her walking stick that's fallen on the road. The boy is seen standing a little away from her bench and eating his 5Star chocolate. He being busy enjoying his 5Star bar responds to the lady with affirmation 'Ji Maaji' but fails not to move from his position. To which, old lady gets up from the bench to pick the stick herself, and moves away from a bench. The moment she picks up her stick a grand piano falls on the bench that she was sitting on. The lady eventually thanks to the boy for not doing anything.

As many others appreciating the brand’s message, Nayak mentioned that there are also young people who have understood the message and meaning of the point being made.

“A large majority are enjoying the creative execution that comes through the humour of the campaign. What is heartening is that some are returning to watch the ad again and again,” he added.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/luminious.jpg?itok=nyXluvNK
Luminous & 82.5 Instil Hope on World Environment Day

MUMBAI:   On World Environment Day, Luminous wanted to play a little part in restoring belief in a better future, as individuals and as a collective. Through this video, Luminous & 82.5 Communications are trying to change people’s perspectives in a simple yet thought provoking manner. In the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/watconsult.jpg?itok=smGapg7v
WATConsult partners with MindPeers to ensure mental well-being of employees

MUMBAI: Focusing on the mental well-being of employees is the need of the hour. Considering this as its highest priority, WATConsult has partnered with MindPeers a holistic science-based mental health tech platform. The brand is known to extend qualitative, affordable and measurable mental wellness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/zee.jpg?itok=L046A_t4
'Shaadi Mein Zaroor Aana' As ZEE Biskope invites viewers for 'Lagan Utsav'

When it comes to occasions that bring the entire family together, few match up to the grandeur and togetherness of Indian weddings. Over the years, this grand event has been a part of countless Bhojpuri films and has brought families regaling in the festivities of life’s most important relationship...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/Ogilvy.jpg?itok=fIVExEDv
Fevicol sends the people of India a message for Unlock1

As the lockdown eases gradually, Fevicol sends out a message of awareness to the people of India.  This message from Fevicol petitions people to be even more particular than before about wearing a mask and maintaining the social distance of 2 meters. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/Sajid_Dadarkar-Ashwini_Vyas.jpg?itok=Fh6X5dus
IdeateLabs promotes Porus Jose as CCO

MUMBAI: IdeateLabs has recently appointed two senior creative directors to their team – Sajid Dadarkar and Ashwini Vyas. Among their various other responsibilities, the duo will be instrumental in charting a creative strategic roadmap for the agency and transforming the communication approach for...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/Vikas%20Sharma.jpg?itok=qwMVNwWc
Magazines and in-app communication to promote Marriott's welcome-back discounts

NEW DELHI: The Covid2019 pandemic has led to many businesses within the country shut their shops completely, including the $22billion hotel industry. For the past two months, with stringent travel restrictions in place, the industry faced clumps of losses. However, as the lockdown starts easing,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/04/oppo.jpg?itok=BUTCOlrx
OPPO inspires people to push their limits with Finder Campaign

MUMBAI:  OPPO has partnered with English actor Eddie Redmayne, rock climber Alex Honnold and technology reviewer Marques Brownlee to inspire people to continue pushing their boundaries and strive for better. Conveying the spirit to explore more possibilities, OPPO’s latest Finder Campaign salutes...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/04/adidas.jpg?itok=szmf_lEQ
MANUSHI CHHILLAR JOINS TEAM ADIDAS TO EMPOWER MORE WOMEN TO FOCUS ON HOLISTIC FITNESS

Amidst COVID-19 lockdown, when thousands are looking for inspiration, adidas has been leading the charge with #HOMETEAMHERO Challenge -- inspiring more people every single day to stay physically and mentally fit. Joining adidas in this endeavor is fitness enthusiast and former Miss World 2017...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/04/olgate.jpg?itok=RwG6yDVM
Colgate launches “Dentists for me” - A Free Online Dentist Consultation

Colgate-Palmolive (India) Limited, the market leader in Oral Care has launched Colgate DentistsforMe.in - the first of its kind Teledentistry platform that brings you free access to Dentists from the comfort of your home.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required