Mumbai: Cadbury 5 Star has launched a campaign to assist singles in navigating love-sick zones and dodging gushing couples. As part of this year’s "#DoNothing" proposition, the brand has introduced a mush detector web app that detects high mush zones, thus helping free birds 'do nothing in peace.'
The web app tracks areas where romantic gifts like chocolates are being purchased in large numbers, as well as hotspots like restaurants, cinemas and public places that are likely to be swarming with couples and combines all the data to create a real-time map of mush in any given location. Users can also use the AR mode to point their phone cameras at any location to see if there are mushy areas to avoid. The color-coded map allows users from across the country to see where V-Day celebrations are likely to be in full swing and identify quiet areas where they can do nothing in peace, far away from all the chaos.
Mondelez India vice president Nitin Saini said, "Speaking directly to the nation’s youth, Cadbury 5 Star with the perfect balance of quirk and wit has consistently conveyed relatable stories. Creating yet another engaging narrative for gen Z, our latest edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers."
Sukesh Kumar Nayak CCO Ogilvy India added, "Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its "#DoNothing" counterculture attitude. This year we have conceived and built a zany, dynamic web app, the five star mush detector, which helps people detect and avoid mush around them with a real time map using various data points like nearby florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data is also triangulated with chocolate sales to deduce mush. The more lovey dovey an area, the redder it appears on the map. The app also assists users find mush free spots, where they can escape to 'Do nothing'. To make it further engaging, friendly folks can help us in populating the real time map during Valentine’s week, by reporting mushy places to avoid. It was a super fun experience creating this unimaginably, sophisticated piece of work to take ahead 5 Star’s message for Valentine’s Day 'escape the mush and do Nothing in peace.'"
