Cadbury 5 Star: not lost in the clutter

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An outdoor campaign for Cadbury 5 Star is all over Bangalore. The visuals are striking and highly noticeable especially in billboards. It is to drive traffic & participation for a new Facebook activity where consumers are asked: ‘where are you getting lost in a 5 Star?’. The attempt is to get wacky with the location; the outdoor visuals dramatize that [guy sitting on a basketball hoop] and use the space well [especially in bus shelters].

The campaign idea of getting lost has been taken forward nicely over the last few years and the recent emphasis seems to be on new media.The two characters, Remesh-Suresh recently featured in a YouTube-only film. Interesting to see the proposition back on to the brand rather o=than on the characters.

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