Ramesh & Suresh Are Back With Cadbury 5Star's New Campaign – 'The Good In Getting
5Star refreshes its Pack Design and launches a new 360-degree campaign
INDIA – September 23, 2015 – Mondelez India Foods Private Limited, a part of Mondelēz
International (NASDAQ: MDLZ), the global snacking and food company, recently launched
the 'The Good in Getting Lost' campaign for Cadbury 5Star,
the favorite brand of Indian consumers since 1969, starring the iconic duo –
Ramesh & Suresh.
Ramesh & Suresh have been at the heart of Cadbury 5Star commercials since 2006 and
will continue entertaining viewers with their rib-tickling, innocent antics which
see them unintentionally doing good while immersed in the deliciousness of a Cadbury
5Star. As the next leg of the campaign, Cadbury 5Star is back with ‘The Good In
Getting Lost’ campaign, aimed at rekindling excitement in the brand.
Commenting on the new campaign, Prashant Peres, Director – Marketing (Chocolates),
Mondelez India, said, "5Star has been one of our strongest brands under
the Indian portfolio and has consistently experimented and revamped itself. The
'Good In Getting Lost' campaign is set to renew the desirability of getting lost,
rekindling excitement in the brand. While the new engaging TVC starring iconic-duo
Ramesh & Suresh brings alive the unintentional good effects of getting lost in the
flavors and textures of a 5Star, the new colorful packaging has a contemporary design
and will ensure that a 5Star stands out on retail shelves for consumers to spot
With a structured aim at targeting the urban Indian teen segment (between the age
of 15-24 years) and to highlight Cadbury 5Star's new vibrant pack, the ‘The Good
In Getting Lost’ campaign is supported by a 360-degree communication approach, which
includes a new TVC and extensive outdoor advertising.
Additionally, the campaign will have a strong presence on digital platforms, which
involves a variety of innovative digital associations. Some interesting digital
associations include a collaboration with PutChutney (Tamil Nadu’s YouTube sensation)
to create an entertaining video based on the popular Gaana Pattu style of Tamil
Cadbury 5Star's brand positioning over the years has evolved to suit changing consumer
behaviors to adapt to today's present times. Initially, 5Star denoted togetherness,
hunger, energy, irresistible and soft chew. This has however transformed over time
and currently 5Star – in its all new colorful packaging, epitomizes the sensation
of being 'Lost in Taste' – a luxury for consumers given the extremely energetic
and demanding times we live in.
Cadbury 5Star still continues to be a novel concept in the chocolate world. When
launched, it had set a benchmark in the chocolate manufacturing segment with the
introduction of chocolate, caramel and nougat as ingredients and has since become
renowned as a multi-textured, immersive eat.
The creative agency for this campaign is Ogilvy & Mather; digital agency is Ogilvy
One and media agency is Pinnacle (Madison).
For the TVC, please click - https://www.youtube.com/watch?v=vSROQRmdZJU
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with
pro forma 2014 revenue of more than $30 billion. Creating delicious moments of joy
in 165 countries, Mondelēz International is a world leader in biscuits, chocolate,
gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and
Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and
Tang powdered beverages. Mondelēz International is a proud member of the Standard
and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow us on Twitter at
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Ltd. (formerly Cadbury India Ltd.) is a part of Mondelēz
International and is in the business of creating delicious moments of joy. It operates
in five categories – chocolate, beverages, biscuits and gums & candy and
has been a chocolate category leader since its inception in India for over six decades.
Cadbury Dairy Milk, CDM Silk, Celebrations, Bournville, 5Star, Perk, Gems, Glow
and Toblerone are brands available in India under the chocolate category. The beverage
portfolio consists of Bournvita and Tang. Oreo is a part of its biscuit portfolio,
while Gums & Candies consists of Halls and Choclairs. For more information,
please visit www.mondelezindiafoods.com