MAM

New 5Star campaign addresses the youth's pressure of life's purpose

'Jo Khaaye, Kho Jaaye' campaign was starting to get predictable, says the agency.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/13/5star.jpg?itok=WIOnyZ6D

MUMBAI: Chocolate brand 5Star is known for its smart and catchy TVCs but now it's singing a new tune. 'Eat 5Star, Do Nothing’ is a progression from ‘Get lost in 5Star’.

Ogilvy India, explaining the thought process behind the new ad campaign, said that the ‘always-on’ generation has been taught to ‘always do something’, either to get noticed, be successful or to keeping with their appearance.

Ogilvy India chief creative officer Sukesh Nayak, speaking exclusively to Indiantelevision.com said: “The execution of the creative idea is an exaggerated, comical way to suggest that not doing anything is not necessarily a bad thing, and that sometimes even good can come out of it.”

According to Nayak, “Young people today live in a world that is obsessed with being purposeful and the pressure of ‘purpose’ is getting to some of them.”

“Almost after being hit for 10 years, ‘Jo Khaaye, Kho Jaaye’ campaign with Ramesh & Suresh was starting to get predictable and the youth abhors predictability. Hence the decision to refresh the proposition was made to take the campaign to the next step,” said the chief creative officer.

As times have changed dramatically in the last 10 years, especially for our core target group -- the Indian youth -- the Ramesh & Suresh campaign, being our strong creative asset on the brand, was also making it a blind spot, he added.

The earlier campaign of the brand with Ramesh & Suresh was about the story of two brothers, who generally get lost in time, whenever they have a bite of Cadbury’s 5Star and forget everything they were doing at that moment. The campaign had received astounding response from the audience.

Further pointing out the discontinuation of Ramesh and Suresh campaign, Nayak said: “The ‘lost in the taste of 5star’ was so ingrained in the Ramesh Suresh execution the idea that any message using them would be seen as yet another ‘Lost in the taste’ ad. Hence we needed a creative and an execution idea that was very different from Ramesh & Suresh to land the change.”

The brand recently come up with an advertising campaign wherein a television commercial (TVC) starts with an aged woman, who is sitting on a roadside bench, asks a young boy, who is standing a little away from her and eating 5Star, to pick up her walking stick that's fallen on the road.

The young boy busy enjoying his 5Star bar, responds with 'Ji Maaji' but fails to not move from his position. To which, old lady gets up to pick the stick herself, and moves away from the bench. The moment she tries to pick up her stick a grand piano falls on the bench she was sitting on. The lady eventually thanks the boy for not doing anything.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/82.jpg?itok=zuN_5upK
82.5 Communications wins creative mandate for Slice

NEW DELHI: 82.5 Communications has bagged the creative duties of Bengaluru-based fintech start-up Slice. The agency's Bengaluru office will handle the business.      82.5 Communication CEO & co-chairperson Kapil Arora said, “The fintech world is abuzz with opportunity and amongst the most...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/sapna.jpg?itok=9MsJH3yw
Mpower asks netizens to share their safe space with #Myndful5

NEW DELHI: Covid2019 has not only impacted the economy but also affected peoples’ mental well-being. Many have lost loved ones, been fired, suffered business losses, domestic violence, lived in isolation and been under great pressure and anxiety. Till a few years ago, conversation about mental...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/chi.jpg?itok=wBSc_ief
Care Health Insurance (CHI) ropes in Divyenndu Sharma to narrate the benefits of Care Shield via a series of TVC

Followed by the launch of Care Shield, a health insurance add-on cover specifically designed to cover more than 60 non-payable consumables, Care Health Insurance went live with its first product TVC post the rechristening from Religare Health Insurance. The brand has roped Divyenndu Sharma, a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/wavemkrr.jpg?itok=F9CAp2bw
Wavemaker India bags consolidated media duties for Zydus Wellness

NEW DELHI: Consumer nutrition company Zydus Wellness has consolidated its media duties with Wavemaker India. The agency has been the media AOR for Zydus Wellness since 2013 and bagged the consolidated mandate following a multi-agency pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/mirum.jpg?itok=XJQqni5V
Mirum to provide marketing cloud services to Careers360

NEW DELHI: WPP Group’s digital marketing solution agency Mirum India will be responsible for implementing Salesforce Marketing Cloud services for Careers360, a leading educational products and services company. Mirum India EVP Mihir Karkare said, “Mirum is a Salesforce go-to partner for Marketing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/arjun.jpg?itok=DdwEJ3_7
Matrimony.com appoints Arjun Bhatia as CMO

NEW DELHI: Matrimony.com has bolstered its leadership team with the appointment of Arjun Bhatia as chief marketing officer. A seasoned marketing professional, Bhatia has 18 years of experience in establishing and scaling marketing functions at global companies across e-commerce, smartphones,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/vlcc_femina-chicnutrix.jpg?itok=Vm6O8eNR
VLCC Femina Miss India 2020 partners with Chicnutrix

NEW DELHI: In a first, beauty pageant VLCC Femina Miss India 2020 is going digital. For this virtual edition, women’s beauty and nutrition brand Chicnutrix has been signed as the official beauty vitamins partner. A brand by women for women, Chicnutrix will provide skincare and hair nutritional...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/18/mcnroe.jpg?itok=7b8Ax7IP
If I'm able to delight the consumer, he won't look anywhere else: Mcnroe's Ankit Daga

NEW DELHI: Given the dire straits the economy landed them in due to the Covid2019-induced lockdown, non-discretionary purchases took a backseat for most people last year. This holds especially true for the fragrance category – after all, what's the point of smelling great when you're not even...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required