Ad Campaigns
Cadbury 5 Star launches digital campaign, chooses the third umpire as its brand ambassador
Mumbai: The iconic brand from Mondelez India, Cadbury 5 star has signed up the third umpire as its brand ambassador and has launched its latest campaign for IPL season.
By crowning third umpires the #DoNothingLegend of cricket, the campaign celebrates these true icons – the ones who make the least moves, but the most impactful ones.
The brand also launched its digital campaign where the brand installed a 12 ft holographic statue of the well-known umpire, CK Nandan at the Marine Drive, which was met with a lot of curiosity from the crowd gathered at the spot. Open to visitors on 2nd and 3rd May, the statue displayed the significance of the campaign idea on a plaque with the objective of creating a unique experience and engagement touch point for people who can pay their tribute to the legend as well.
Additionally, the brand has also unveiled a digital film supported through a 360-degree marketing plan spread across platforms such as YouTube, Facebook and Hotstar.
Speaking about the campaign Mondelez India vice president Anil Viswanathan said, “Today IPL has become synonymous to cricket and with #DoNothingLegend, our aim is to shine a spotlight on the real legends, the game changers, who make historic decisions in these matches – the third umpire. They hold the power to make or break a match, whilst silently seated in a room, giving people the feeling that they are doing nothing at all. Cadbury 5 Star has always applauded the unimaginable results of doing nothing, and this campaign is no exception. This one-of-a-kind activation coupled with 360-degree efforts reiterates Cadbury 5 Star’s brand persona of being witty. The campaign speaks in a language that best resonates with the youth, who remain major followers of the sport.”
‘’IPL is core to our target audience, however landing our message of ‘Do Nothing’ on such a high octane event was close to impossible. This is a great example of finding the right targeting moment and working with partners to leverage it. Be it people watching the match online, people reading about the match, people discussing the match, or people watching the match with their friends. Every touchpoint will be celebrating the Third Umpire moments with 5-Star,” said West Wavemaker India chief client officer head Shekhar Banerjee.
Ogilvy India’s chief creative officer Sukesh Nayak added, “This IPL we aimed to establish a connection with the Youth by further strengthening the “Do Nothing” proposition by celebrating and turning the third umpire into an iconic symbol that says, “Doing nothing is everything” and that’s how we became the first brand to make the Third Umpire a brand ambassador.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
