Brands
New 5Star campaign addresses the youth’s pressure of life’s purpose
MUMBAI: Chocolate brand 5Star is known for its smart and catchy TVCs but now it's singing a new tune. 'Eat 5Star, Do Nothing’ is a progression from ‘Get lost in 5Star’.
Ogilvy India, explaining the thought process behind the new ad campaign, said that the ‘always-on’ generation has been taught to ‘always do something’, either to get noticed, be successful or to keeping with their appearance.
Ogilvy India chief creative officer Sukesh Nayak, speaking exclusively to Indiantelevision.com said: “The execution of the creative idea is an exaggerated, comical way to suggest that not doing anything is not necessarily a bad thing, and that sometimes even good can come out of it.”
According to Nayak, “Young people today live in a world that is obsessed with being purposeful and the pressure of ‘purpose’ is getting to some of them.”
“Almost after being hit for 10 years, ‘Jo Khaaye, Kho Jaaye’ campaign with Ramesh & Suresh was starting to get predictable and the youth abhors predictability. Hence the decision to refresh the proposition was made to take the campaign to the next step,” said the chief creative officer.
As times have changed dramatically in the last 10 years, especially for our core target group — the Indian youth — the Ramesh & Suresh campaign, being our strong creative asset on the brand, was also making it a blind spot, he added.
The earlier campaign of the brand with Ramesh & Suresh was about the story of two brothers, who generally get lost in time, whenever they have a bite of Cadbury’s 5Star and forget everything they were doing at that moment. The campaign had received astounding response from the audience.
Further pointing out the discontinuation of Ramesh and Suresh campaign, Nayak said: “The ‘lost in the taste of 5star’ was so ingrained in the Ramesh Suresh execution the idea that any message using them would be seen as yet another ‘Lost in the taste’ ad. Hence we needed a creative and an execution idea that was very different from Ramesh & Suresh to land the change.”
The brand recently come up with an advertising campaign wherein a television commercial (TVC) starts with an aged woman, who is sitting on a roadside bench, asks a young boy, who is standing a little away from her and eating 5Star, to pick up her walking stick that's fallen on the road.
The young boy busy enjoying his 5Star bar, responds with 'Ji Maaji' but fails to not move from his position. To which, old lady gets up to pick the stick herself, and moves away from the bench. The moment she tries to pick up her stick a grand piano falls on the bench she was sitting on. The lady eventually thanks the boy for not doing anything.
Brands
Angel One Q4 profit surges 83 per cent to Rs 320cr
year net profit dips 22 per cent to Rs 915cr as revenue softens slightly to Rs 5,137cr.
MUMBAI: Angel One has just earned its wings in style delivering a blockbuster Q4 that proves the brokerage giant is still flying high even in a cautious market. Standalone revenue from operations for the three months ended 31 March 2026 rose sharply to Rs 1,459cr, up from Rs 1,056cr a year ago. Total income stood at Rs 1,467cr. After all expenses, profit before tax came in at Rs 440cr, while net profit for the quarter surged 83 per cent to Rs 320cr (versus Rs 175cr last year). Basic EPS stood at Rs 3.52 and diluted at Rs 3.44.
For the full year ended 31 March 2026, revenue from operations was Rs 5,137cr compared with Rs 5,238cr in FY25. Total income reached Rs 5,152cr. Profit before tax was Rs 1,272cr, and net profit came in at Rs 915cr (down from Rs 1,172cr). Basic EPS was Rs 10.09 (from Rs 13.00) and diluted Rs 9.85 (from Rs 12.68).
Total comprehensive income for the quarter stood at Rs 321cr, while the full-year figure was Rs 913cr.
The strong quarterly performance reflects robust growth in interest income (Rs 455cr) and fees & commission (Rs 1,000cr), even as the full-year numbers moderated amid a softer overall environment. Finance costs rose to Rs 134cr in Q4 (full year Rs 437cr), while employee benefits stood at Rs 244cr for the quarter (full year Rs 1,067cr).
In a year when many brokers felt the pinch of muted market activity, Angel One has delivered a sparkling Q4 that shows its core broking engine is firing on all cylinders. With the books now closed on FY26, the Mumbai-based player has once again demonstrated that consistent execution and a sharp focus on retail participation continue to pay rich dividends in India’s booming capital markets.
