Cadbury 5 Star, the popular chocolate brand in India, has recently launched a new commercial titled “Elevator” as part of its ongoing “Do Nothing” philosophy campaign. The campaign aims to promote the idea of slowing down and savouring the simple pleasures in life, even in a fast-paced world.
The new commercial, titled “Elevator,” tells the story of a person who is too absorbed in enjoying their Cadbury 5 Star to be bothered by an incoming phone call. Directed by Prasoon Pandey and conceived by Ogilvy India, the “Elevator” commercial showcases the brand’s commitment to its “Do Nothing” philosophy. The protagonist is seen enjoying a Cadbury 5 Star in an elevator when their phone starts ringing at an inconvenient time. However, instead of being distracted, the person continues to savour the chocolate, emphasising the idea of slowing down and enjoying life’s simple pleasures.
Sukesh Nayak, Ogilvy India’s Chief Creative Officer, conveyed assurance in the potential of the latest advertisement to resonate with chocolate lovers across the country. Nayak highlighted his belief that this unique and whimsical advertisement would strongly resonate with chocolate enthusiasts nationwide, solidifying Cadbury 5 Star’s recognizable identity as the advocate of embracing leisurely moments.
Nitin Saini, Vice President – Marketing at Mondelez India, expressed the brand’s intention behind the new commercial. He stated, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savouring the simple pleasures can be the ultimate act of chilling.”
RTM Watch’s Take
Cadbury 5 Star’s “Do Nothing” philosophy campaign continues to resonate with consumers, particularly the youth, who appreciate the brand’s counter-culture stance. By encouraging people to slow down and enjoy life’s simple pleasures, Cadbury 5 Star has created a distinct identity for itself in the chocolate market. The new commercial, “Elevator,” effectively communicates the brand’s message and is expected to further strengthen its connection with consumers.
