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Tag: 5Star

  • 5Star’s new ad draws flak; Ogilvy terms it as ‘unfortunate’ timing

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

    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.

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

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

    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.

  • India accounts for $900 mn for Mondelez: Maurizio Brusadelli

    India accounts for $900 mn for Mondelez: Maurizio Brusadelli

    MUMBAI: Mondelēz International has finally launched its newest global research, sevelopment and quality technical centre in India located in Thane, Maharashtra.

    The India Technical Centre has been set up with an investment of $15 million and will support new products and technologies for the company’s global brands in chocolate and beverages.

    The India hub joins nine other Mondelēz International Technical Centres around the world that are already in operation, including East Hanover, New Jersey, in the United States; Curitiba in Brazil; Bournville and Reading, both in the UK; Wroclaw in Poland; Singapore; Suzhou in China; Saclay in France and Munich in Germany.

    The Indian Technical Centre will also focus on consumer science, packaging and productivity. This is part of the company’s strategy to invest $65 million in developing a global network of state-of-the-art technical hubs strategically positioned around the world. 

    The chocolate giant has launched few products in the past specially for the Indian consumers to cater to their need and taste. Fuse, Cadbury Lickables, Dairy Milk Silk and the timeless 5Star, were all made in India first and later replicated in other parts of the world. 

    The Thane Centre will collaborate on innovations with multiple countries within the company network. “As we accelerate consumer-centric growth across both our global and local heritage brands, innovation plays a crucial role,” says Mondelez India Managing Director Deepak Iyer. 

    Spread across an area of 12000 sq meters, the Thane Technical Centre will be equipped with multiple technical capabilities, such as a pilot plant, a packaging creative studio and a range of laboratories for technical research and development. The team of around 150 scientists, developers, engineers, analytical chemists and other specialists will closely collaborate on innovations across the globe. The site is a zero water discharge facility, zero waste to landfill and has 100 percent rain water harvesting.

    India is the fastest growing market in the world for Mondelez and has the highest chocolate market share amongst all other countries for the Cadbury maker. Mondelez EVP for AMEA region Maurizio Brusadelli states that Indian market accounts for $900 million for Mondelez.

    However, it will be a challenge for Mondelez to sustain its growth with newer products and companies entering the market. Recently, Hershey International also launches its iconic Hershey’s kisses in India that will be Made in India specifically to cater the Indian consumers. But Mondelez does not see that as a challenge and rather considers it as a healthy competition. Deepak says, “We always want competition in the market. The average chocolate consumption in India is very low as compared to other parts of the world. We hope that with our competitors we can continue to grow the category.”

    Mondelez has been present in India for over 70 years. The company introduced Cadbury Dairy Milk and Bournvita in India in 1948 and since then has been a leader in the chocolate category in the country.

    The company operates in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold. 

    Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh in addition to a vast distribution network across the country.

  • Ramesh & Suresh get ‘lost’ again in Cadbury 5Star 3D

    Ramesh & Suresh get ‘lost’ again in Cadbury 5Star 3D

    MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

    Each time as they get lost in the flavour of the chocolate, the world around them twists and turns giving way for quirky madness and laughter. With this ad, Cadbury 5Star takes forward the idea of getting ‘Lost in Taste at a different level’ with the all new Cadbury 5Star 3D. Mondelez India aims to build on its market leadership in the count line segment as it aims at premiumising the eating experience for its consumers.

    The TVC opens with Ramesh and Suresh standing in a lifeless lobby staring at a painting of a calm lake. As soon as they take a bite of the all new crunchy Cadbury 5Star 3D, the painting comes alive and Ramesh & Suresh begin to swim their way into the painting entering a whole new three-dimensional world. The viewers are taken in for a joy ride, when the ‘lost’ antics of Ramesh and Suresh land them up in a fashion show. Ramesh and Suresh are so lost in its taste appeal that they fail to realise that they are walking on a ramp. The audience is taken in for a surprise and they burst into applauding the brave quirkiness of Ramesh & Suresh.

    Mondelez India director of marketing Chocolates Prashant Peres says, “With Cadbury 5Star 3D, we aim at widening the brand’s play in the category as we add another dimension of ‘Crunch’ to the mix and hence the name ‘Cadbury 5Star 3D’. Ramesh-Suresh have become synonymous with Cadbury 5Star and even as we enter the twelfth year of our campaign, they continue to tickle the funny bone of the viewers. We are confident that they will further help the brand generate strong cut through and continue to be much loved by our consumers.”

    Building on the 12-year-strong legacy of Ramesh and Suresh, the new TVC conceptualised by Ogilvy & Mather has given the iconic duo a cool look as they swim their way into the 3D world.

    Ogilvy & Mather group creative director Amitabh Agnihotri adds, “With the launch of Cadbury 5Star 3D, ‘lost’ gains a new dimension. The launch TVC takes everything; from entertainment to humour, to look & feel; onto a whole new level. We hope that people will enjoy Ramesh & Suresh getting lost on a different level.”

  • Mondelez launches 5Star 3D in India

    Mondelez launches 5Star 3D in India

    MUMBAI: Mondelez India has launched its new innovation Cadbury 5Star 3D, a premium offering in the countline segment. Cadbury 5Star 3D comes in a crunchy, chewy, chocolaty bar that promises the consumers to ‘get lost at a different level’.

    Mondelez India director of marketing chocolates segment Prashant Peres says, “Cadbury 5Star has been one of our strongest brands under the Indian portfolio and has consistently experimented and revamped itself. After launching the exciting brand Cadbury Fuse last year, we are extremely delighted to bring in Cadbury 5Star 3D, which is a great milestone in our premiumisation journey and will further strengthen our market leadership in the countline segment. ”

    The brand will continue to use their eccentric and quirky characters Ramesh-Suresh who have been synonymous with Cadbury 5Star to further aid the brand generate strong cut. Mondelez India’s Cadbury 5Star has been an Indian favourite for almost 5 decades.

    Cadbury 5Star 3D will be first available at Big Bazaar, followed by other modern trade and traditional trade stores and will be priced at Rs 30 for a 45 gram offering.