Two of FMCG’s favourite faces, Ramesh and Suresh are back on screen in a TVC celebrating the launch of 5Star’s ‘Extra caramel’. The film has been conceptualised by Oglivy and produced by Curious Films.
Jo Khaaye Kho Jaaye
The film continues with 5Star’s catchphrase: jo khaaye kho jaaye or ‘get lost in its taste’. In the film, Ramesh and Suresh get so lost in the taste of the new 5Star variant that one of them ties his shoelaces to another man’s shoelaces. When that man tries to make away with a woman’s bag he trips over.
The Extra caramel in the new variant is highlighted with the line ‘Jo Khaaye Extra Kho Jaaya’ (Get further lost in the taste).
Commenting on the new ad, Prashant Peres, the director of marketing (chocolates) for Mondelez India said “being the market leader in the overall chocolate portfolio, we are committed to paving the way for the growth of countline category in the Indian market. Our lead brand, Cadbury 5Star has been highly successful in the youth segment. In alignment with growth vision of enhancing chocolate eating experience we have refurbished the product to make it ‘More Caramelly’. The new cooler avatar of the product is supported by a new TVC campaign which showcases a more immersive eat experience by featuring the iconic Ramesh-Suresh duo bringing out the good of getting lost.