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Top 6: February 23rd 2022
Web Film
Cadbury 5 Star: The 5 Star Valentine’s Day AlibiTop 6: February 23rd 2022
With the season of romance just around the corner, Cadbury 5 Star, the iconic, youth brand from Mondelez India, has launched 'The 5 Star Valentine's Day Alibi', an innovative campaign that attempts to save singles from the dreaded question - 'What are you doing on Valentine's Day?’. Instead of feeling awkward, or coming up with excuses, single people can now say, "I'm going to my cousin's wedding", without having to lie.
Agency: Ogilvy, India Why? Because the brand has taken over an island located off the coast of Karnataka and renamed it ‘My Cousin’s Wedding’. By doing so, they’ve created a fool-proof alibi which also offers a much better way to spend Valentine’s Day – eating complimentary 5 Stars and doing absolutely nothing on a beautiful island, with no one around to disturb you. Consumers looking to escape to the island can scan a 5 Star pack, mine ‘NothingCoins’ (a digital coin launched by the brand recently) and use them to bid on a trip the island. But that’s not all – the island now even has its own embassy, located at Pedder Road in Mumbai. Customers can walk in, get a glimpse of the island through a VR experience and then apply for a Visa to the island, at the Immigration Desk. The embassy is an experience in itself, with a ‘mush detector’ keeping the embassy ground safe from any cheesy objects you might be carrying, and a sand-filled ‘transit visa’ room that lets you experience what it’s like to do nothing on the island.
Planning team: Ganapathy Balagopalan, Russell John, Nadia Miranda Also best this week |
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