 "Cadbury 5Star")
Cadbury 5Star is back on television with a new commercial featuring the entertaining siblings Ramesh and Suresh, who have been at the heart of Cadbury 5Star commercials since 2006. In the new leg of the campaign the duo is seen unintentionally doing good while immersed in the deliciousness of a Cadbury 5Star. 'The Good in Getting Lost' campaign is aimed at rekindling excitement in the brand which is now available in a new packaging.
"Ramesh and Suresh have been the face of 5Star since 2006. It is quite a long association. For an association like this, you have to come with a campaign that feels fresh and at same time consistent with the message - getting lost with the 5Star," says Prashant Peres, director, marketing (chocolates), Mondelez India.
Speaking about the new packaging, Peres says, "With new packaging we are trying to bring out what is unique about the product - crunchy nougat and chewy caramel filled centre along with the changes 5Star has gone through over the years, making the product softer and with more crumbs. It is a brighter and bigger pack which is easier to spot on retail shelves."
Conceptualised by Ogilvy & Mather, the latest campaign plays on the idea that 5Star allows you to get lost in the taste and take a break from your daily routine. This time the duo is at the scene of a bank robbery, which end up going bust because the duo unintentionally end up robbing the robbers. Says Amitabh Agnihotri, senior creative director, O&M, "Cadbury 5Star is an iconic youth brand and we connect with youth through entertaining stories of Ramesh and Suresh. Over the years we have done many creative renditions of being 'lost in the taste of 5Star'.
This campaign is a fresh take of the same proposition."
The 'The Good In Getting Lost' campaign is supported by a 360-degree communication approach, which includes a new TVC and extensive outdoor advertising and digital. The company currently does not have any print and radio activations for the campaign. The digital agency is Ogilvy One and media agency is Pinnacle (Madison). "Television is a big part of the campaign and we are also using outdoor effectively. The outdoor features the big 5Star.- the Rs 20 bar. It is our main product and our outdoor plan focuses on that."
For digital activation, the company has tied up with YouTube for Comedy Hunt. "The talent show is about budding comedians, which is in the same space as we are and reflects the idea behind 5Star - not taking life too seriously. So far we have got more than 30 lakh views on Comedy Hunt."
Additionally, the brand has collaborated with PutChutney (Tamil Nadu's YouTube sensation) to create an entertaining video based on the popular Gaana Pattu style of Tamil Nadu. According to the industry estimates, the budget for the campaign is around Rs 20-25 crore.
5Star has changed its positioning many times. "Cadbury 5Star's brand positioning over the years has evolved to suit changing consumer behaviour. Initially, 5Star denoted togetherness, hunger, energy, and soft chew. In 2006, we did consumer research and realised people eat 5Star to get a few moments for themselves. Since then we have been consistent with the tagline Jo khaye kho jaye. The target segment has always been the youth," says Peres, adding, "Our protagonist are not over-smart but are laidback kind of people and that is what makes the difference. It is relatable in some way."
According to Peres, the biggest challenges it faces in the Indian market is how to get the value of the product right, given the rise in commodity prices. Also, distribution can be limited by the temperature condition in India as good chocolate tends to melt. "We have been able to address these issues, which allowed us to launch better and higher quality products. For example, the Cadbury Silk," says Peres.
The size of the chocolate market in India is Rs 8,000 crore (as per AC Nielsen). Mondelez has 65 per cent share of the market. 5Star is its second biggest brand after Cadbury Dairy Milk, which includes Silk.
