CONTENT STRATEGY

DIGITAL MARKETING-B
MADE-BY
SARANSH KANSAL
80303180090

DR. RIK PAUL

1. Listen
Sentiment Analysis of 5star new campaign # Do nothing

The new campaign of five star in which they are showing eat five star and do nothing. The boy
is just eating five star and didn’t help the lady is facing lot of criticism from the people and the
advertisement is being perceived as insensitive and disrespecting the old people. So company
need to change the perception of the people.
Also for the past 30 days google trends it is clearly visible the popularity of 5 star is very low as
compared to dairy milk and kit-kat.

2. Set goals

Why the campaign failed?

Cadbury 5 Star’s latest ‘Do Nothing’ ad campaign has drawn a lot of flak from
social media users for what they said is the insensitive portrayal of the youth. The
ad that came out in late December has garnered more than 12 million views on
YouTube.

According to brand consultant Kartik Srinivasan, the ad is completely discordant with

the current mood of the country, particularly when it comes to the youth, and is being
seen as tone-deaf.

“There is a lot of noise and news around the uprising of youth now. It has been like
this since December 2019. The ad was released in the last week of December and
seems completely discordant from the current mood of the country, particularly when
it comes to the youth. If the same ad featured Ramesh-Suresh, it may have seemed
completely in-character since they have been established as likeably funny duffers.
But, for some bizarre reason, they have a 'youth', who is being thanked for doing
nothing,” he said.

CCO- Speaking on the idea and execution of the campaign, Sukesh Nayak, CCO,
Ogilvy India, said, “The idea was built around the fact that today's youth is
feeling the pressure of being 'always on'. The execution of the creative idea is a
comical, exaggerated way to suggest not doing anything isn’t necessarily a bad
thing, and that sometimes even good can come of it.”
 Reference
https://bestmediainfo.com/2020/01/why-cadbury-5-star-s-donothing-ad-failed-to-
amuse-viewers-on-social-media/

What can be done?

Today’s youth is always on and have a stressful work life. So the idea was to use this fact
and portray in their Ad in funny way. So what they want was to give message to today’s
youth was that they should sometimes relax enjoy eating 5star and do nothing.
#Kabhi kuch na krke bhi deko or #Sometimes do nothing

So now in order to change the consumer perception what 5star can do is they can use
the same campaign but show to their audience in different manner so that it did not
hurt to sentiments of their audience.

3. Content & Strategy

5star Ramesh and Suresh Ad

Cadbury 5Star is an iconic youth brand which connects with youth through entertaining
stories of Ramesh and Suresh getting 'lost in the taste of Cadbury 5Star’.
The brand's previous proposition, 'Jo khaaye kho jaaye', has been portrayed through the
moronic brothers in the Ramesh-Suresh series. Ever since the crazy siblings made their debut
as lead protagonists in the Cadbury 5Star television commercial back in 2006, the two have
won lakhs of hearts for their crazy antics.

The audience identifies with characters that are part of a storyline. And that’s how a culture
of jokes and references forms around commercials featuring them. Often, these characters
reappear in different variations of the same storyline. After a humorous or engaging
character is created, one quickly identifies with that character’s message. When that
character reappears in another commercial, people recognize that character and pay
attention.

This is the kind of recall value that the Cadbury 5Star’s goo fy looking characters bring to the
brand. It hardly takes nano of a second for any Indian to recollect the brand from these two
mischievous looking boys who have kept the brand going. These two have set an example in
the advertising and marketing industry how characters of an ad can bring along with them
great brand recall.

#STRATEGY

 Ad campaign of Ramesh and Suresh of 5-star had been a great hit and people
had been recognizing the brand with the funny advertisement over the years. So
what Cadbury 5star can do is they can focus on the current campaign of #Kabhi
kuch na krke dekho and can use people favorite characters Ramesh and Suresh
in their new campaign.
 Apart from the above strategy they can use valentine’s day for their latest Ad-
campaign. As, seeing from the above trend on valentine’s day Cadbury dairy
milk is more popular than 5star because they position it as symbol of love. So in
order to position 5star for valentine’s day they can focus on single youth who are
not in a relationship.
 #Content

Advertisment-1(Ramesh & Suresh)

The advertisement will be the follow up of their previous Ad featuring Ramesh and
Suresh with the same old lady where Ramesh and Suresh and she is her grandmother
and ask them to cook Khichdi for her as she is sick. So they start preparing Khichdi in
pressure cooking and since there is some time they start eating five star and get so
much involved in eating that they forget to turn off the gas and pressure cooker burst.
Then dadi comes and see whole kitchen is mess and their faces are black. She says Tum
rehndo mein bnalungi and then they will say jesa bole aap dadi maa ji. So tagline would
be eat five star and #DO NOTHING.

Advertisment-2(Valentine’s Day)

The advertisement will be featuring the boy who is single and have nothing to do on
valentine’s day. He opens the fridge see five star and starts eating and get involved in it
and sit on his sofa, switch on the TV and eat 5star while watching movie. So Ad says eat
%star sit and relax, watch movie #Do nothing.

4. Target Groups

All age groups Lower, middle and upper class people. Major focus on young youth and
children 14-25 year of age.
5. Plan Implementation

As discussed above in Strategy and content, I will be focusing on the two new
advertisement promoting the same campaign #Eat five star Do nothing

So the first advertisement will be launched on January first week 2020, Since the
earlier ad was launched in December 2019.

The advertisement will be featuring on Television and all social media handles of
Cadbury five- star i.e, twitter and Facebook and Instagram and Youtube.
 Then, the second advertisement will be featuring on end of first week of February.
Since it is based on valentine’s day.

It will be featured on Television and all social media pages of cadbury five star (
facebook, Instagram, Twitter) and Youtube.

6. Identify the metrics

Repositioning the ad campaign- So the metric I am using is I am repositioning the

ad campaign since the previous ad was negatively perceived by the audience.
Engagement- Since the cadbury 5 star has always been known for engaging ad
campaigns. So this ad campaign also focuses on engaging with its target audience which
is mostly youth. From the campaign we aspect maximum likes, shares, appreciation.