Language

In
Context
CIA-3
 TABLE OF CONTENTS

01 02 03 04 05 06

Introduction Inclusion Marketing Comparison Our Summary

& Criticism And Strategies Ad Campaign
Faced Exclusion
 Introduction
We aim at bringing out the drawbacks of Cadbury 5 star brand’s Ad

Launching a substitute

Mettle Protein bar

Effective marketing

strategies and act

(tagline, theme, image
of youth, product) responsibly.
 Criticism Faced by 5 Star

Reckless and Irresponsible Weak Storyline

01 PORTRAY OF YOUTH WHICH
02 IT OPENS WELL BUT WITHIN
SECONDS, SEEING THE
MEANS YOUNG MAN BEING
INDIFFERENCE TO THE NEEDS OF
IRRESPONSIBLE IS NOT GOING
AN ELDERLY LADY PEOPLE START
WELL WITH NETIZENS IN THE
SWITCHING OFF
COUNTRY

No Product Differentiator

03
Moronic Personality
THE 'KABHI KUCHH NA KARKE BHI
04 THEY COMPLETELY IGNORED THE
'WHY SHOULD I CONSUME' THE
DEKHO' COULD HAVE BEEN A
PRODUCT,”
MESSAGE FOR A STRESSED
PERSON IF IT ENCOURAGED A
BREAK LIKE KITKAT.

Parody of respect
05
Refuses Humanity
GUY EATING 5STAR NOT HELPING
06 The Ad creates a parody of giving
GRANDY. ALSO NO REACTION respect which poses a bad influence
WHEN THE GRANDY JUST for current generations
ESCAPED. WHEN 5 STAR REFUSES
HUMANITY WE REFUSES 5 STAR
 Exclusion of Youth

● The Advertisement clearly creates a parody of youth and

portrays them as lethargic and disrespectful

● The advertisement also depict their target audience as being

disingenuous (saying they will do it and don’t, only to be
‘saved’ a miracle) is equally bothersome.

● The youth are awake, woke, active, starting-up, running,

voicing, protesting… anything but ‘do nothing’. And this is
right now, around all of us… on the streets, in the news, on
the TV, on social media.
 Marketing Strategies

Product Strategy Price Strategy Place Strategy

From staple food to energy bar in the 1990s and the
crispy variant in the millennium to the rejuvenation of
the product in the form of fruit and nu and crunchy,
chewy, chocolaty. Over the years, new variants have
been introduced.
5 Star was designed to meet the needs of low and 5 Star has excellent product availability due to the
middle income consumers.. It is available in different widespread adoption by its parent company. Cadbury
article numbers and the price varies accordingly uses its sales channels and uses three-tier sales
channels to distribute products nationwide.

Advertisement Strategy
The company has used Above the-Line channel, i.e.,
newspapers, television advertisement, hoardings, etc.
to create awareness of the product and persuade the
customers to buy the same.
Solving Ethical
Issue
Cadbury India strongly believes that business and good
ethics go together naturally to produce long term
results for the stakeholders. It does business with good
reputed companies and people and also it does business
in an ethical way to promote and safeguard the
company
COMPARISON
COMPARISON
Protein bar
v/s
5 star
5 STAR
 Our Ad Campaign
Mettle Protein Bar
Mettle Energy Bar comes with the goodness of antioxidant-rich walnuts and sweetness of banana known
as a powerhouse of nutrients along with the mineral-rich sunflower seeds. It works as an instant energy
provider and helps to control hunger. While Cadbury Five Star, is a mainstream chocolate brand from
Mondelez International. It doesn’t work as an instant energy provider and helps to control hunger. Also,
it comes only with COCOA butter, Milk solids, Cocoa solids & Emulsifiers also with contain added
flavour

Mettle Energy bar comes in five different flavours namely, Banana Walnut, Red Berries with White
Chocolate, Quinoa Almond, Mocha Hazelnut, and Assorted while 5 star comes with only 2 flavour Fruit
& Nut & Crunchy and Chomp

Mettle Energy Bar contain Walnut it helps to manage the energy levels of the body while 5 star contain
Milk solids that contain oxidized cholesterol that is not good for health.

Mettle Energy have almond helps to achieve a healthy brain and heart due to the richness of its mineral
and antioxidant contents while 5 star aims to give a fullness feeling along with controlling the hunger.
 Community Perspective
Community perspective: Community perspective:
As part of the youth community, the five star “do nothing” ad is disrespectful to
youth and it completely failed to amuse the youth, because being young in terms
of age means that they are filled with energy and curiosity and the five star ad
portrays something completely opposite to this.
And that’s why our ad campaign mettle “Eat mettle and have energy to do
everything”, is like a reply to five star, this caption portrays the youth in good light
unlike five star as it is saying that boost your energy by eating mettle protein bar
and continue to be curious, push the boundaries to higher limit and be relentless.
Even though five star is not a direct competition to our mettle, advertising in terms
of taste will reach the audience more as most of them already know that protein
bars are healthier than candy bars, and to highlight that part “candy bars, but
TASTIER AND HEALTHIER”
 Eat 5 Star - Do Nothing!
The Cadbury 5star ad shows a young man 'saving' an elderly woman by
not helping her, coordinated with the product's tagline — ‘Eat 5 Star, Do
nothing’. Cadbury Five Star, a well-liked chocolate brand from Mondelez
International, recently launched its latest ad campaign in India that asks
‘What do you have to do while eating a 5 Star’. The ad film shows a
young boy and an old lady where the latter asks the primary to assist him
as she drops her walking stick. The young boy is shown eating his
Cadbury Five Star and does not make a move. Realizing that the boy isn't
curious about helping her, she gets up to select her stick and fortunately is
saved from a mishap. The voice-over, within the end, says ‘Kabhi Kuch
Na Karke Bhi Dekho, Eat Five Star and Do Nothing’. The brand launched
the campaign with #Eat5StarDoNothing
The campaign is designed and conceptualized by Ogilvy. Interestingly, the
brand also roped in several influencers like Abish Mathew, Sourabh Pant,
and Varun Thakur to plug the film. They shared tweets and posts talking
about how the thought of #DoNothing is cool and gave them the thought
to spend time with themselves without getting caught in routine schedules
and plans.
“The youth are awake, woke, active, starting-up, running, voicing, protesting… anything but ‘do nothing’. And this is often
immediately, around all of us… on the streets, within the news, on the TV, on social media. A different timing, when things aren’t
this bubbling and are more peaceful and steadier… this ad film would not have stood out so obviously as being out of touch with the
ground reality," “

‘Cadbury did not see youth for his or her real talent’ Bringing within the nationwide protests against the Citizenship Amendment Act,
National Register of Citizens, and therefore the police brutality within the past three weeks, Milan tweeted, “Very poor timing. Such
is the lack of disbelief of the situation that it comes out as a slap on the face to an entire generation. Cadbury was known to know
India. But seems like the research, intellect, and sensitivity is drifting away from the brand
 Thank
You!
2023206 Adarsh Bagaria 2023291 Divyang Agarwal

2023282 Jeff Harrison

2023292 K Chaithra

2023222 N Aravind

2023277 Vaidehi Gupta

2023287 Sahil Raj

2023243 VIRAG SANCHETI