Brands
Cadbury 5 Star flips Valentine’s Day script with ‘one million dates’ stunt
MUMBAI: Cadbury 5 Star has ended its long-running campaign against Valentine’s Day with a playful reversal, announcing it would sponsor one million dates, before revealing the promise as a deliberate bluff rooted in its signature “Do nothing” philosophy.
The chocolate brand, known for poking fun at Valentine’s Day hype, unveiled the campaign through teaser and reveal films released on its YouTube channel. Conceived by Ogilvy India, the campaign initially claimed the brand would restore the occasion by funding research-backed Valentine’s Day itineraries inspired by the festival’s origins.
The reveal, however, delivered a twist: the so-called historical research suggested the purest way to honour the day of love was to spend it doing absolutely nothing, bringing the narrative back to Cadbury 5 Star’s irreverent brand positioning.
Mondelez India vice president – marketing Nitin Saini, said the campaign was designed to surprise audiences while reinforcing the brand’s relaxed, anti-hype stance on Valentine’s Day.
Ogilvy India chief creative officer Sukesh Kumar Nayak, said the idea took the brand in an unexpected direction by pretending to embrace romance before subverting it with humour.
The campaign is supported by a digital platform developed by Ogilvy’s creative tech team, where couples can sign up for the fictional sponsored dates.
Wavemaker, which handled media strategy, introduced Esther Howland, often associated with the early commercialisation of Valentine’s cards, as a tongue-in-cheek cultural disruptor, aimed at encouraging Gen Z consumers to opt out of performative romance.
Cadbury 5 Star is part of Mondelez India Foods, which has operated in the country for over 75 years and owns brands including Cadbury Dairy Milk, Silk, Perk, Fuse, Gems, Bournvita, Oreo and Tang
Brands
Thermocool brings cool factor to Vande Bharat and Anand Vihar
Home appliance giant makes a splash with train and station branding campaign
NEW DELHI: Thermocool Home Appliances Ltd is turning heads and catching eyes with a unique branding push on the Vande Bharat Express running between New Delhi and Katra, alongside a striking presence at Anand Vihar Railway Station.
By pairing its name with India’s fastest and most stylish train, Thermocool is sending a clear message: innovation, comfort, and reliability are at the heart of its brand. The Vande Bharat Express, celebrated for its speed and sleek design, mirrors the qualities Thermocool promises in every home appliance. Meanwhile, the eye-catching displays at Anand Vihar station connect with thousands of daily commuters and tourists, making the brand impossible to miss.
Thermocool director of operations Tushar Gupta said, “Innovation, comfort, and customer focus have always driven Thermocool. Our collaboration with Vande Bharat Express and Anand Vihar gives us a fantastic stage to share this message with millions of Indians.”
Founded by Rajeev Kumar Gupta, Thermocool champions quality and trust, with Hindi cinema star Saif Ali Khan adding charisma as the brand ambassador. His pan-India appeal perfectly captures Thermocool’s vision of modern, aspirational living.
Thermocool director of sales & marketing Tanuj Gupta added, “Teaming up with one of India’s most iconic train services lets us showcase Thermocool to a wide audience. With Saif Ali Khan on board, we are confident this campaign will strengthen our presence in both urban and rural markets, reminding everyone that Thermocool means quality, innovation, and reliability.”
The campaign blends high-profile branding, influencer engagement, and experiential marketing, ensuring travellers notice and remember the Thermocool experience. From speeding trains to busy railway platforms, the brand is reaching consumers where they move, proving that keeping cool is always in style.
