Ramesh & Suresh Are Back With Cadbury 5Star's New Campaign

Mondelez India Foods Private Limited, a part of Mondelēz International (NASDAQ: MDLZ), the global snacking and food company, recently launched the ‘The Good in Getting Lost’ campaign for Cadbury 5Star, the favourite brand of Indian consumers since 1969, starring the iconic duo – Ramesh & Suresh.

Ramesh & Suresh have been at the heart of Cadbury 5Star commercials since 2006 and will continue entertaining viewers with their rib-tickling, innocent antics which see them unintentionally doing good while immersed in the deliciousness of a Cadbury 5Star. As the next leg of the campaign, Cadbury 5Star is back with ‘The Good In Getting Lost’ campaign, aimed at rekindling excitement in the brand.

Commenting on the new campaign, Prashant Peres, Director – Marketing (Chocolates), Mondelez India, said, “5Star has been one of our strongest brands under the Indian portfolio and has consistently experimented and revamped itself. The ‘Good In Getting Lost’ campaign is set to renew the desirability of getting lost, rekindling excitement in the brand. While the new engaging TVC starring iconic-duo Ramesh & Suresh brings alive the unintentional good effects of getting lost in the flavours and textures of a 5Star, the new colourful packaging has a contemporary design and will ensure that a 5Star stands out on retail shelves for consumers to spot easily.”

With a structured aim at targeting the urban Indian teen segment (between the age of 15-24 years) and to highlight Cadbury 5Star’s new vibrant pack, the ‘The Good In Getting Lost’ campaign is supported by a 360-degree communication approach, which includes a new TVC and extensive outdoor advertising.

Additionally, the campaign will have a strong presence on digital platforms, which involves a variety of innovative digital associations. Some interesting digital associations include a collaboration with PutChutney (Tamil Nadu’s YouTube sensation) to create an entertaining video based on the popular Gaana Pattu style of Tamil Nadu.

Cadbury 5Star’s brand positioning over the years has evolved to suit changing consumer behaviours to adapt to today’s present times. Initially, 5Star denoted togetherness, hunger, energy, irresistible and soft chew. This has however transformed over time and currently 5Star – in its all new colourful packaging, epitomizes the sensation of being ‘Lost in Taste’ – a luxury for consumers given the extremely energetic and demanding times we live in.

Cadbury 5Star still continues to be a novel concept in the chocolate world. When launched, it had set a benchmark in the chocolate manufacturing segment with the introduction of chocolate, caramel and nougat as ingredients and has since become renowned as a multi-textured, immersive eat.

The creative agency for this campaign is Ogilvy & Mather; digital agency is Ogilvy One and media agency is Pinnacle (Madison).