MAM

What happens when Google Assistant eats a 5 Star?

The chocolate brand has partnered with Google for the campaign.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/18/5-star.jpg?itok=L47YwGv6

NEW DELHI: Over the years, Cadbury 5 Star has come up with a few memorable campaigns that immediately lights the bulb of brand recall among consumers. From the humorous Ramesh-Suresh TVCs to the quirky Do Nothing films, the brand always thinks up something out of the box. Now, Five Star has partnered with Google Assistant for its latest campaign ‘Ok Google Eat a 5 Star’. It urges audiences to say eat a 5 Star on their Google Assistant, which then further activates the Do Nothing mode on the device.

Once the mode is activated, every further command that you give to it such as open app, call a friend, find a number etc is reverted with a different message that actually asks you to stop, take a break and chill for a bit.

The assistant reacts differently to different users. The idea was to come up with personalised answers for the audiences.

The innovative campaign is executed by Wavemaker India, Ogilvy India and team Google, and is being amplified via social mediums.

The brand has also released a film for it.

5 Star first launched its Do Nothing campaign in early 2020. The film opened with an aged woman asking a young boy to pick up her walking stick that's falls on the road while she is sitting on a roadside bench. Lost in the 5 Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old lady gets up to pick the stick herself, a grand piano falls at the very spot where she was sitting. The lady ends up thanking the boy for not doing anything.

It launched another film in September where in an office scenario, three young executives are working late with their boss at night. The latter cracks jokes and the first two execs share a laugh, however, the third exec is preoccupied with his 5 Star bar and forgets to pretend to laugh at the jokes. In the end, he is relieved of his duties and gets to return home while others continue to work. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/photogrid_plus_1632741649240.jpg?itok=4N144Mpl
16 per cent urban Indians currently own cryptocurrency: Kantar study

Mumbai: The sentiment around cryptocurrency in India and the world over is volatile, with tweets or news around cryptocurrency seen to have an immediate effect on it. As per a recently concluded study by Kantar, it is learned that while 83 per cent of urban Indians are aware of cryptocurrency, the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/photogrid_plus_1632731272969.jpg?itok=reumhRBj
Dr Vaidya’s appoints Mullen Lintas as its creative partner

Mumbai: Dr Vaidya’s, a brand from the house of RP-Sanjiv Goenka (RPSG) Group has awarded its creative mandate to Mullen Lintas. The agency will be responsible for crafting the brand’s strategy and communications as it starts afresh post its acquisition by the RPSG Group last year. This win...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/photogrid_plus_1632727257632.jpg?itok=v8Tki_SR
WATConsult bags expanded mandate for India Circus

Mumbai: Hybrid digital agency from dentsu India, WATConsult (An Isobar Company) has won the expanded mandate for end-to-end commerce duties of India Circus.  As per the expanded mandate, the agency will manage India Circus’ e-commerce marketplace strategy and execution in addition to the existing...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/photogrid_plus_1632726897782.jpg?itok=e_ennLLT
BYJU’S appoints Puneet Bhirani as senior VP, operations

Mumbai: Edtech company BYJU’S on Monday announced the appointment of Puneet Bhirani as senior vice president - operations. In his role, Bhirani will oversee the company’s overall operations strategy as well as build strong and innovative technological support to scale the business. He will...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/debpriyo-neeraj-manas.jpg?itok=GjWfPBzG
Havas Creative Group India names Debpriyo Bhattacherjee as EVP & Planning head-north

Mumbai: Havas Creative Group India has appointed Debopriyo (Debo) Bhattacherjee as EVP & planning Head – North effective immediately.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/27/varun-lux.jpg?itok=fRAJU4ha
Battle of the boxers: ASCI dismisses Amul Macho's complaint against Lux Cozi

Mumbai: Lux Cozi has won the legal battle against Amul Macho regarding its latest advertisement starring actor Varun Dhawan. In a significant ruling, the Advertising Standards Council of India (ASCI) has overruled the complaint filed by the rival innerwear brand stating that there was no similarity...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/25/photogrid_plus_1632577425689.jpg?itok=g8m0lqeV
HUL leads advertiser’s tally in week 37: Barc

Mumbai: FMCG major Hindustan Lever Ltd (HUL) led the top-ten advertisers list in Barc week 37 (11 – 17 September) with total ad volumes of 4718.72. Reckitt Benckiser (India) Ltd was a close second at 4028.89 (‘000s). Cadbury India stood third at 944.54. Brooke Bond Lipton India, ITC Ltd, Godrej...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/25/photogrid_plus_1632568885992.jpg?itok=pEhwftNl
Amul Macho is back with its 'Yeh Toh Bada Toing Hai' TVC

Mumbai: Amul Macho turned gender stereotypes on its head way back in 2007 when the brand launched the daring “Yeh Toh Bada Toing Hai” TVC for Amul Macho underwear by focusing on female desire. With the jingle achieving cult status, the brand is back over a decade later with the launch of Macho...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories

* indicates required