Cadbury 5 Star has unveiled its Valentine’s Day campaign that will take the day of love out of the equation. Building on last year’s endeavour to help escape the mush, the brand along with its volunteers will introduce a ‘time travel vessel’, with a mission to Erase Valentine’s Day.
On February 14, three volunteers will embark on a mission to fast forward the day from their timelines, with the world invited to witness the spectacle through an event which will be live streamed for all.
Commenting on the campaign, Nitin Saini, VP- marketing, Mondelez India, said, “Cadbury 5Star is an embodiment of bold cheekiness and mischief, and the current campaign will meet a new level of whimsy by doing the impossible – Erase Valentine’s Day. Since last year escaping Valentine’s Day was just not enough for some, we wanted to break the mush metre altogether for the 5 Star fanatics, and fast forwarding the day seemed like the only way to accomplish the mission while also offering a rollercoaster ride of laughter and endless banter.”
Additionally, Cadbury 5Star has embarked on this mission in partnership with the space scientist Nambi Narayanan, to introduce a unique ‘time travel vessel’, a ship named F.N.S. Cringe Vinash, that will be sent to cross the international date line between American Samoa and Samoa at 11:59 pm on February 13, 2024 (American Samoa Time), thereby crossing the 24-hour threshold and setting foot into February 15, 12:00am – the local time on the other side of the international date line, skipping 24 hours of Valentine’s day in a minute.
Moreover, the campaign is conceptualised by Ogilvy.
“5 Star has been surprising audiences every year with crazy digs on Valentine’s Day. But this time, when Karunasagar Sridharan proposed the idea of literally erasing the day using time travel, we instantly knew that this was going to be bigger than anything we’ve done, and a mammoth task to pull off. Every ‘do nothing’ campaign on 5 Star has been loved by audiences and we are looking forward to the buzz our latest instalment generates,” Sukesh Nayak, chief creative officer, Ogilvy India added.