Ad Campaigns
Cadbury 5 Star sends a message to Gen Z through its campaign, ‘Do Nothing’
Mumbai: Mondelez India’s iconic brand Cadbury 5 Star is back with a new campaign that extends its ‘Do Nothing’ proposition. Taking another step ahead, the brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. With no expensive hardware or large investments needed, NothingCoin challenges the traditional notion of how only hard work helps people earn.
“Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox,” said Mondelez India senior director Anil Viswanathan. “The introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner.”
This campaign attempts to reiterate Cadbury 5 Star’s brand persona of being witty and speaking in a language that excites the youth. In this latest communication, the brand is talking to today’s youth who are digital natives and hardly remember a time without smartphones, the internet, and social media. Comprising of college-goers and first-time job seekers with action-packed schedules, they are hardly left with time in their hands to simply relax and do nothing.
The idea of the activation is that consumers can mine this coin by buying a Cadbury 5 Star, scanning the QR code, and logging onto the NothingCoin mining website. After following basic steps, the consumer must do nothing and keep his phone aside to let the website mine NothingCoins for them. On mining coins, the consumer can redeem exciting offers from the Cadbury 5 Star online mall linked with the website which has products from Souled Store or they can even redeem the coins for JioMart vouchers.
“For the always-on generation, 5 Star’s NothingCoin is a smarter way to take a much-needed digital break, do nothing, and yet get rewarded. And what made the idea zanier was opening an actual bank which encouraged people to mine NothingCoins by simply doing nothing,” said Ogilvy India chief creative officer Sukesh Nayak.
The launch is being supported by a 360-degree integrated marketing communication, including digital films, innovative outdoor, and influencer-led activation. As part of the outdoor activation, the brand has taken a spin on traditional bank setups and built a branch at Nariman Point in Mumbai wherein consumers can visit this bank, grab a Cadbury 5 Star, sit, and do nothing to mine more Nothing coins on our website. The bank has a loans counter, an ATM, and investment schemes with quirky messages that ask the consumer to do nothing.
“This time we wanted to take #DoNothing to the next level with another seamless integration of technology and creativity & reward the millions of 5 Star consumers. We didn’t just stop at creating a virtual destination for mining of #NothingCoins, but also a physical location in the form of the #NothingCoin Bank, which is open for everyone to experience and of course, earn by #DoingNothing,” said chief client officer and office head, west, Shekhar Banerjee.
The brand also did an online poll with the youth on where they would like to spend their NothingCoins – Paytm won the Instapoll. To get Paytm’s attention, 5 Star projected a funny banter message on PayTM’s Noida office which resulted in Paytm playing along and announcing that they’ve decided to start accepting NothingCoin too.
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.
