ChocoPause: Elevate Joy with Cadbury 5 Star's Do Nothing

Cadbury 5 Star and Ogilvy India have once again joined forces to launch a whimsical "Do Nothing" campaign, injecting a humorous twist into the brand's identity.

Throughout their partnership, the chocolate brand and Ogilvy have consistently built on this theme, introducing various creative concepts such as taking over Google Assistant with a 'Do Nothing Mode,' delving into the crypto craze with 'Nothingcoin,' orchestrating a highly visible ad campaign on a minimal budget, and most recently, establishing a 'Nothing University' to prepare individuals for an AI-dominated future, encouraging them to master the art of 'Doing Nothing' and embrace artificial intelligence without apprehension.

The latest advertisement, titled 'Elevator,' narrates the tale of an individual whose phone rings at the most inconvenient moment, yet he remains engrossed in savoring his Cadbury 5 Star, unmoved by the interruption. The ad, directed by Prasoon Pandey of Corcoise Films and conceptualized by Ogilvy India, exemplifies the brand's commitment to light-hearted enjoyment.

Nitin Saini, VP of Marketing at Mondelez India, expressed, "Cadbury 5 Star has consistently embodied indulgence and joy. Through the new TVC, we aimed to capture the essence of pure indulgence, where even the most persistent interruption cannot break the enchantment of relishing a delightful 5 Star. This campaign playfully underscores the importance of slowing down and savoring life's simple pleasures in a world fixated on constant productivity."

Sukesh Nayak, Chief Creative Officer at Ogilvy India, remarked, "5 Star returns with another offbeat interpretation of 'Do Nothing.' The brand's counter-cultural stance has resonated strongly with the youth over the years, with each installment adding to the campaign's immense popularity. We anticipate that our latest rendition will continue to astonish and entertain audiences."