Ad Campaigns
Let go of the FOMO and ‘Do Nothing’ this summer, says Cadbury 5Star’s quirky new campaign
Mumbai: In the chaos of modern life, Cadbury 5Star, the beloved chocolate brand, has always set itself apart by advocating for those few restful minutes where one can unplug from everything around them and do nothing.
Recognising the demands and pressures that young people go through every day to do more, achieve more, and experience more, Cadbury 5Star believes in a counter-culture that empowers them to take a step back, let go of the FOMO and take some time to simply ‘do nothing’.
Reiterating the brand proposition with this new and creative campaign, it invites individuals to ‘Do Nothing’ by creating space for a little bit of downtime while indulging in the delectable taste of a Cadbury 5Star by reimagining the familiar and iconic chocolate bar as items signifying relaxation. The chocolate and caramel bar is depicted as a hammock, a sofa, and a literal escape key on the keyboard.
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.
