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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
