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.

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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.

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