Cadbury : Cadbury 5 Star launches its new television commercial

In line with its “Jo Khaaye, Kho Jaaye” advertising campaign

Mumbai, July 2, 2010: To further build on the strong connect that patrons share with Cadbury 5 Star, the brand recently launched its new television commercial. In line with its “Jo khaye, kho jaaye” advertising campaign, the commercial takes the brand proposition one step forward, of losing one self in every bite of the delicious Cadbury 5 Star. With humour as the trademark of all its communication, the film uses friendship as a platform to reinforce the brand’s appeal amongst teenagers.

Speaking of the campaign, a Cadbury official said, “Cadbury 5 Star is the second largest brand in the Indian chocolate market after Cadbury Dairy Milk and its unique involving taste with Chocolate, Caramel and Nougat makes for sheer indulgence. Getting lost in the taste of 5 Star has been a successful platform for the brand for last 3 years, and over several varied creative executions on this platform, the brand has posted high double digit growths consistently year after year."

This TVC follows the ‘thief’ commercial, which urged consumers to be good citizens with its tagline “Ek acche nagrik bane, 5 Star khane walo ki madat karein!”. Taking the theme “Jo khaye, kho jaaye” forward, the new commercial showcases how two long lost friends Ramesh and Suresh are ecstatic to meet each other, only to keep forgetting their meeting after getting lost in every bite of Cadbury 5 Star.

Speaking on the creative thought of the commercial, Abhijit Avasthi, National Creative Director, Ogilvy & Mather India said, “The 'Lost in the taste of 5 Star' proposition and the quirky brand of humour has been highly appreciated in the past. So we wanted to continue the theme with yet another interesting rendition.”

The TVC opens with Ramesh and Suresh who happen to visit the same local stall to buy a Cadbury 5 Star. As the two unwrap their bars of Cadbury 5 Star, they coincidently look at each other. Just then, they realize that they are long lost friends and excitedly embrace each other. As they begin to chat, they take a bite of their bar of Cadbury 5 Star. Instantly, they get lost in the taste of the chewy chocolate. This happens for the second time. And it happens for the third time too. The two friends are ecstatic to meet each other, after getting lost in the taste of the Cadbury 5 Star. And they embrace each other again. The commercial closes with the stall owner baffled, with the VO stating “Cadbury 5 Star ki har bite mein hai Chocolate, Caramel aur Nougat. Toh bus khaiye, aur sab….bhool jaiye!”