Cadbury 5star: The good in getting lost

Srikeit Tadepalli, Beenu Kurup and Ganapathy Balagopalan

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Campaign details

Brand: Cadbury 5starBrand owner: Mondelez India Foods LimitedLead agency: Ogilvy & MatherCountry: IndiaIndustries: ConfectioneryMedia channels: Games & competitions, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Cadbury 5star is India's most-loved caramel chocolate bar. With its popular proposition of "Getting lost in the taste" and iconic brand mascots "Ramesh and Suresh", the brand was highly recognisable. But waning ad enjoyability was driving 5star into a brand and business slump. We tried to explore what had gone wrong with the winning...

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