Ad Campaigns
What happens when Google Assistant eats a 5 Star?
NEW DELHI: Over the years, Cadbury 5 Star has come up with a few memorable campaigns that immediately lights the bulb of brand recall among consumers. From the humorous Ramesh-Suresh TVCs to the quirky Do Nothing films, the brand always thinks up something out of the box. Now, Five Star has partnered with Google Assistant for its latest campaign ‘Ok Google Eat a 5 Star’. It urges audiences to say eat a 5 Star on their Google Assistant, which then further activates the Do Nothing mode on the device.
Once the mode is activated, every further command that you give to it such as open app, call a friend, find a number etc is reverted with a different message that actually asks you to stop, take a break and chill for a bit.
The assistant reacts differently to different users. The idea was to come up with personalised answers for the audiences.
The innovative campaign is executed by Wavemaker India, Ogilvy India and team Google, and is being amplified via social mediums.
The brand has also released a film for it.
5 Star first launched its Do Nothing campaign in early 2020. The film opened with an aged woman asking a young boy to pick up her walking stick that's falls on the road while she is sitting on a roadside bench. Lost in the 5 Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old lady gets up to pick the stick herself, a grand piano falls at the very spot where she was sitting. The lady ends up thanking the boy for not doing anything.
It launched another film in September where in an office scenario, three young executives are working late with their boss at night. The latter cracks jokes and the first two execs share a laugh, however, the third exec is preoccupied with his 5 Star bar and forgets to pretend to laugh at the jokes. In the end, he is relieved of his duties and gets to return home while others continue to work.
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.
