**Dismantling Valentine’s Day: Cadbury 5 Star’s Unique Campaign**
Cadbury 5 Star, known for its memorable ‘Ramesh-Suresh’ commercials and its unconventional take on Valentine’s Day, is back with another exciting initiative. This time, the brand is flipping the traditional gifting of chocolates on its head by aiming to “enlist uncles to dismantle Valentine’s Day.”
The campaign features a YouTube video that has already amassed over 5.1 million views and more than 1,600 likes, alongside a dedicated website for “recruiting uncles” to help “destroy” Valentine’s Day. The rationale behind targeting “uncles” is based on the belief that their involvement in any trend often signals its decline in popularity among younger audiences.
According to the campaign’s messaging, “Research indicates that many popular trends have fizzled out once uncles got involved, leading to a swift loss of interest from the youth. This year, we’re mobilizing uncles nationwide for a monumental mission: to obliterate Valentine’s Day and create a future where everyone can spend that day in peace. Help us recruit an uncle near you by signing up below.”
In a statement, Nitin Saini, Vice President of Marketing at Mondelez India, emphasized that Cadbury 5 Star has always promoted the idea of “doing nothing,” aligning with their tagline — “Eat 5 Star, Do Nothing.” He noted, “Valentine’s Day often brings pressure to create a romantic spectacle, which isn’t for everyone. We wanted to take a light-hearted and fun approach to disrupt Valentine’s Day by involving uncles, who are typically the least associated with romance. This is a playful way to show how far we at 5 Star will go to combat anything that interferes with the joy of doing nothing.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, the agency behind the campaign, described the initiative as part of “5 Star’s counterculture response to the cringe surrounding Valentine’s Day.” He added that it was an obvious choice to create a platform for interviewing and recruiting uncles to advance this mission, allowing those weary of the Valentine’s Day sentimentality to actively participate in its reduction.
**Join the Mission, Uncles!**
To get involved, visit the official Cadbury 5 Star campaign site and fill out the form in either a formal or creative manner.
