Campaign SpotlightPress Release

Cadbury 5 Star, Ogilvy Mumbai & Wavemaker India vows to wipe out Valentines Day with the power of uncles

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MUMBAI, INDIA Keeping true to its traditions, Cadbury 5 Star sticks to its philosophy of “Eat 5 Star, Do Nothing.” The brand is back with a fresh and disruptive plan to help people escape the pressures of the season. After last year’s viral time-travel hack, 5 Star has now identified the ultimate tool to dismantle Valentine’s Day as we know it – uncles.

Conceptualized by Ogilvy Mumbai, the latest campaign plays on a universal truth: youth trends fizzle out the moment older generations embrace them. From skinny jeans to internet slang, history proves that nothing loses its cool factor faster than when uncles get involved. Using this insight, 5 Star proposes an ambitious theory: flood Valentine’s Day with uncles, and the younger generation will promptly abandon it.

Speaking on the campaign, Nitin Saini, Vice President Marketing- Mondelez India said, “At Cadbury 5 Star, we’ve always championed the virtue of doing nothing. Valentine’s Day often comes with a lot of pressure of putting on a romantic show, but it is certainly not for everyone. We wanted to take a light-hearted & fun approach to disrupt Valentine’s Day – by enlisting the help of uncles, who are often the last people associated with romance. It is a fun way to demonstrate the lengths to which we at 5star will go to by battling anything that gets in the way of Doing Nothing.”

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Sukesh Nayak, Chief Creative Officer, Ogilvy India added,”5 Star’s counterculture take on the cringe around Valentine’s Day has been gaining popularity year on year, so it was a no-brainer that we’d come back with something even bigger. While last year we explored technological interventions like time travel, this time Karunasagar Sridharan (ECD Ogilvy) came up with a completely different yet simple and relatable solution. And our Creative Tech team, helped build the platform to interview and recruit uncles who can take this mission forward while rewarding the youth, so that everyone who is tired of the mush around V-Day can actively contribute to pruning it.”

Shekhar Banerjee, Chief Client Officer & Office Head – Wavemaker India mentioned, “Cadbury 5 Star known for its counterculture play, is turning Valentine’s Day into Destroy V-Day this year, with a cheeky, disruptive message. Our multi-platform strategy targets a digitally native audience through engaging content on Instagram, YouTube, and Snapchat, while extending reach through strategic TV placements for broader reach. The campaign is amplified through strategic partnerships across cinema, retail, and sports, ensuring maximum impact and resonance. Supported by a unique KOL strategy that mirrors the playful, counter-culture spirit of our brand. In a sea of predictable Valentine’s Day messaging, Cadbury 5 Star is poised to disrupt the norm and own the conversation.”

To test this theory, this year, the brand will spend its entire Valentine’s Week marketing budget on uncles – by paying older couples to go on dates and take over Valentine’s Day. The brand will also promote mushy Valentine’s Day videos made by older couples on social media platforms, so that uncles are everywhere this V-day – online and offline. Anyone sick of Valentine’s Day can nominate an uncle to participate by visiting www.destroyvalentinesday.com. Not only will the chosen uncles receive a date allowance from the brand, but the nominators will also get a commission from the brand.

CREDIT LIST

Ogilvy Mumbai – Cadbury 5 Star – Destroy Valentine’s Day

CCOs India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha 
Executive Chairperson: Hephzibah Pathak 
CEO: VR Rajesh 
President And Head Of Mumbai And Kolkata Office: Hirol Gandhi 
CCO Mumbai: Anuraag Agnihotri 
CSO / DCSO: Ganapathy Balagopalan 
Creative Team: Karunasagar Sridharan, Jugal Joseph, Nishigandh Dhende, Himanshu  Sonparote, Darshan Dhonde 
Account Management Team: Beenu Kurup, Priya Thakkar, Patrick Britto, Bindu Singh, Isha Savla, Vanishree Iyer 
Brand Strategy Team: Russell John, Shiksha Singh, Aayushi Jadli 
Creative Tech Team: Rajneesh Bolia, Vaishali Mange, Dishant Malik, Manisha Kumari 
Client Team: Cadbury 5 Star – Nitin Saini, Siddharth Singh, Syed Rizvi, Yash Desai, Arpita Kalubarme, Anjali Madan, Satnam Ajmani, Vednarayan Sirdeshpande, Thomas Oomen, Aishwarya Jain, Priya Dixit, Rakhee Bansal, Aishwarya Chopra 
Director: Nitin Menon 
Production House: Retro Films 
Media Team: Wavemaker India 
Tech Partner: Oobedu 

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