Mondelez India’s brand Cadbury 5Star has rolled out a new campaign that brings together the fusion of indulgence and technology while manifesting the brands prevailing ‘Do Nothing’ proposition. In partnership with Google and conceptualised by Ogilvy, the brand has introduced the ‘5Star Do Nothing Assistant’, the AI that helps one do nothing.
The campaign tells everyone that while most mobile assistants help them become more productive, the 5Star Do Nothing mode on every android device with Google Assistant gives them more perspective and does the exact reverse. All they need to do is, say “Ok Google, eat a 5Star” to get their Google Assistant to lean back, relax, and motivate them to do nothing as well.
It also highlights that the AI has hundreds of built-in responses and is trained to answer any question one might have with a cheeky response that makes one rethink their plans and wonder if they are better off just doing nothing. The roll out of the campaign will be supported by a 360-degree communication approach, designed to encourage the youth to get a first-hand experience of the latest feature at the back of digital films, radio, social media and influencer-led activations.
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Anil Viswanathan, senior director, marketing, insights and analytics, Mondelez India, said, “With the ‘Do Nothing’ campaign, our focus has been to generate some light-hearted relief in serious times and reiterate the most important message of today to unwind and take a break. This campaign is a testimony of 5Star’s brand persona of being witty and quirky which perfectly resonates with Gen Z who are increasingly getting inclined towards all things tech.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Today’s digitally native youth are always hungry to pack more into their day and AI assistants help them multitask and do more. However, at times, it’s also good to just chill. So, we helped people do just that. Say “Ok Google. Eat a 5Star” and enter the ‘Do Nothing Mode’ and then enjoy the Google Assistant helping you do nothing.”