Cadbury India has released its new advertising campaign ‘Jo Khaaye, Kho Jaaye’ for its 5 Star brand. O&M is the creative partner for Cadbury in India.
The TVC features a young guy sitting on a park bench and relishing a 5 Star and the expressions on his face clearly depict his state of being lost in his chocolate bar. The punch line of the ad ‘Jo Khaaye, Kho Jaaye’ is brought out effectively in a very humorous manner.
The storyline unfolds with a petty thief noticing the young guy lost in his 5 Star. The thief moves closer to the guy and starts frisking the boy’s pockets without any fear of getting caught as the boy is completely lost in the taste of his 5 Star.
There enters the petty thief’s mentor (yet another thief) who admonishes his comrade for committing such a shameful act – of trying to rob a 5 Star eater! The MVO then makes the hilarious request “Ek acche nagrik bane, 5 Star khane walo ki madat karein!” (Be a helpful citizen, help citizens who are eating a 5 Star!).
Commenting on the campaign, Sanjay Purohit, executive director, marketing, Cadbury India, said, “The new 5 Star campaign seeks to marry consumer insight with the product USP in a modern & humorous manner. The TVC aims to enhance brand connect with both brand loyalists and potential loyalists.”
Outdoor, Internet and radio will be used as support mediums for tthe campaign. O&M’s creative directors Abhijith Avasthi and Sameer Sojwal have conceptualized the campaign. The film is directed by Prashant Issar and produced by Corcoise Films.