In the lead up to Valentine’s Day, Ogilvy India has created this campaign for Cadbury 5Star, a Mondelez India brand, aiming to help singles navigate through the love-sick zones and … read moredodge gushy couples. As part of this year’s #DoNothing proposition, the brand has introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing in peace.The web app/site tracks areas where romantic gifts like chocolates are being purchased in large numbers, as well as hotspots like restaurants, cinemas and public places that are likely to be swarming with couples and combines all the data to create a real-time map of mush in any given location. Users can also use the AR-mode to point their phone cameras at any location to see if there are mushy areas to avoid. The colour-coded map allows users from across the country to see where V-day celebrations are likely to be in full swing and identify quiet areas where they can do nothing in peace, far away from all the chaos.
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