MAM
Ramesh & Suresh get ‘lost’ again in Cadbury 5Star 3D
MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.
Each time as they get lost in the flavour of the chocolate, the world around them twists and turns giving way for quirky madness and laughter. With this ad, Cadbury 5Star takes forward the idea of getting ‘Lost in Taste at a different level’ with the all new Cadbury 5Star 3D. Mondelez India aims to build on its market leadership in the count line segment as it aims at premiumising the eating experience for its consumers.
The TVC opens with Ramesh and Suresh standing in a lifeless lobby staring at a painting of a calm lake. As soon as they take a bite of the all new crunchy Cadbury 5Star 3D, the painting comes alive and Ramesh & Suresh begin to swim their way into the painting entering a whole new three-dimensional world. The viewers are taken in for a joy ride, when the ‘lost’ antics of Ramesh and Suresh land them up in a fashion show. Ramesh and Suresh are so lost in its taste appeal that they fail to realise that they are walking on a ramp. The audience is taken in for a surprise and they burst into applauding the brave quirkiness of Ramesh & Suresh.
Mondelez India director of marketing Chocolates Prashant Peres says, “With Cadbury 5Star 3D, we aim at widening the brand’s play in the category as we add another dimension of ‘Crunch’ to the mix and hence the name ‘Cadbury 5Star 3D’. Ramesh-Suresh have become synonymous with Cadbury 5Star and even as we enter the twelfth year of our campaign, they continue to tickle the funny bone of the viewers. We are confident that they will further help the brand generate strong cut through and continue to be much loved by our consumers.”
Building on the 12-year-strong legacy of Ramesh and Suresh, the new TVC conceptualised by Ogilvy & Mather has given the iconic duo a cool look as they swim their way into the 3D world.
Ogilvy & Mather group creative director Amitabh Agnihotri adds, “With the launch of Cadbury 5Star 3D, ‘lost’ gains a new dimension. The launch TVC takes everything; from entertainment to humour, to look & feel; onto a whole new level. We hope that people will enjoy Ramesh & Suresh getting lost on a different level.”
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
