Cadbury 5 Star’s M.A.M.A Campaign: Reclaiming the Joy of Relaxation

Mondelez India’s iconic brand, Cadbury 5 Star, has unveiled its latest campaign, “Make AI Mediocre Again” (M.A.M.A), humorously addressing the fast-paced impact of artificial intelligence (AI) on daily life. The campaign promotes the importance of taking a break and embracing the joy of "doing nothing."

Campaign Highlights

The M.A.M.A campaign critiques how the rapid advancement of AI technology has left people with little time to unwind. In an innovative and cheeky move, the brand has created the world’s first server farm designed to make existing AIs less efficient. These servers generate authentic-looking nonsensical webpages, deliberately feeding AIs misleading data. As a result, AI systems are expected to make mistakes and become as error-prone as humans, fostering the much-needed space for individuals to relax.

Brand Vision

Nitin Saini, Vice President of Marketing at Mondelez India, explained:

“Cadbury 5 Star liberates youth from the mindless rush of life. The advent of AI raises questions—will it simplify life or make us busier? Our 'Make AI Mediocre Again' campaign humorously protects the ethos of ‘Do Nothing’ by showing the value of stepping back and finding calm in a fast-moving world.”

Creative Execution

This campaign follows last year’s successful “Nothing University” initiative, continuing Cadbury 5 Star’s long-running counter-culture approach. Sukesh Nayak, Chief Creative Officer at Ogilvy India, shared:

“AI has advanced significantly, easing daily tasks but creating new pressures. The campaign offers a crazy solution to reclaim our 'do nothing' time through witty storytelling and creative tech.”

Strategic Rollout

Shekhar Banerjee, Chief Client Officer at Wavemaker India, emphasized the campaign’s relevance:

“In a world obsessed with AI, this campaign critiques its role with humor and celebrates imperfection. By leveraging social media and AI-focused creators, we aim to engage audiences in meaningful and relatable ways.”

Impact

By blending humor, technology, and advocacy, Cadbury 5 Star’s M.A.M.A campaign invites people to join a movement that values imperfection, human flaws, and the beauty of simply doing nothing.