In a groundbreaking move, Cadbury 5 Star has recently unveiled the concept of the ‘Nothing University,’ an innovative platform where individuals can enrol to learn the exquisite art of ‘doing nothing’ and earn a certification. This offbeat initiative by the popular chocolate brand is a unique campaign that embraces the impending age of artificial intelligence (AI) while resonating with its tagline, ‘Eat 5-star, do nothing’.
The program, accessible through the microsite 5staruniversity.com, offers a curriculum specifically designed for people to experience and appreciate the art of ‘doing nothing’ amid an AI-driven future workspace. The online courses, led by corporate-employees-turned-comedians Atul Khatri and Rahul Subramanian, aim to guide participants in mastering the art of relaxation amidst the potential surge of automation in the workplace. Upon completion of the course, students receive a certification, adding a fun and quirky element to this engaging activation.
Nitin Saini, VP-Marketing at Mondelez India, expressed the brand’s intention behind this distinctive endeavour, stating, “Cadbury 5Star’s Do Nothing ideology has stood as a proud and humorous counter to the modern culture of living life on-the-go. Currently, the advent of AI is taking the industry by storm and making everyday job easier thus, leaving more room for people to ‘Do Nothing’, and as the cultivators of this ethos we want to help people ace it.”
Conceptualised by Ogilvy, the promotional film paints a future where AI offers more leisure time at work. It features a young man at the library, pondering news about AI dominating coding jobs—pertinent to his academic choices. The narrative unfolds to reveal Cadbury 5 Star’s innovative concept: the Nothing University. Aspirants can master the ‘art of doing nothing’ and receive a certification, promoting AI as a catalyst for human well-being rather than a threat.
Sukesh Nayak, serving as the Chief Creative Officer at Ogilvy India, provided insights into the brand’s playful strategy concerning the rise of AI. He highlighted that Cadbury 5 Star has adopted a light-hearted approach, embracing the prospect that as AI assumes a more prominent role in our professional lives, it may potentially afford us increased leisure time to relax and indulge in idleness. The creation of the Nothing University, a brainchild of the brand, underscores this idea.
Shekhar Banerjee, Chief Client Officer and Office Head at Wavemaker India, underscored the collaborative initiative’s objective of reshaping conventions through an exclusive curriculum focused on ‘doing nothing.’ He stressed the joint effort with comedians, influencers, and brand associations to amplify the pleasure of idleness, infusing humour into skill development across diverse media platforms.
