turning a nation’s cheers toward every athlete.

Brand Context

Cadbury 5 Star is a playful and youthful chocolate brand. It is known not only for the caramel infused nougat chocolate but also for its quirky, fun personality and bold campaigns that resonate with a younger audience seeking indulgence and light-hearted escape.

Situation Context

In the whirlwind of today's hyper-connected world, the pressure to constantly strive and achieve has become an epidemic, leaving many trapped in the cycle of stress and burnout. Amidst this chaos, relaxation often seems like a distant dream, a luxury reserved for the privileged few.

Through a series of innovative strategies, 5Star has positioned "doing nothing" as the new symbol of self-care and mental well-being. The brand has tapped into the zeitgeist of a generation craving authenticity and genuine connection, offering them a refreshing alternative to the constant hustle and bustle.

The Challenge

Stand out against IPL 2023's clutter and leverage the event to unlock the next phase of brand growth while

  • driving awareness,

  • driving sales.

The Insight

  1. Generation-Z faces a unique set of stressors. They've grown up with constant connectivity, a hyper-competitive environment, inducing anxieties about anything and everything in life. For them, traditional methods of relaxation often feel outdated and disconnected from their fast-paced online world. They crave a solution that feels fresh, relevant, and speaks their language.

  2. AI grows at a colossal rate everyday. With an increased dependence on AI, leverage the opportunity of "doing nothing" by making it the coolest rebellion against societal stress.

The Strategy

Leverage the opportunity of "doing nothing" by making it the coolest rebellion against societal stress via an immersive curriculum infused with humor and levity.

The Execution

Instead of taking the traditional approach of launching a DVC & asking audiences to relax and leverage AI to "do nothing", India's first-ever Diploma Programme in Doing Nothing was launched: a 3 week truly future-ready graduation program in the world with courses like "Pretending to be Busy", "Buying Time” and more!

The campaign was built on 3 principles:

  1. Engagement at Scale: Encouraging student enrolments by achieving market-leader scale.

  2. Educate via Real Life "Do Nothing" Experts: Famous stand-up comedians themselves carried brand message by teaching university courses via video lectures.

  3. Graduate: Encouraging students to "graduate from the university" with diploma certificates, and "campus placements" with comfortable furniture that they can sit in to practice for the future.

But how do you convince a generation constantly bombarded with information to stop, chill and enroll in a university dedicated to just that?

Branded-content! A single Instagram reel covered the physical-university and workshops, showcasing what goes in a course lecture from the ground. This garnered organic virality on social media. Further media amplifications:

  • Presence on key social media touchpoints like YouTube, Instagram.

  • Leveraged influencer community: famous stand-up comedians and other micro-influencers to spread the voice.

  • Digital-payment apps and digital bite-sized news platform like Inshorts.

  • Promoting the course through event websites.

  • Leveraging AI for enhancing WhatsApp conversations with keywords like “AI” and “boring” for increasing engagement & course completion.

The Results

  • #NothingUniversity resonated with GenZ, bringing in 20% higher sales.

  • 260M+ reach; garnered over 460M views.

  • Branded-content video went viral to reach 102Mn audiences organically.

  • 3.8% ad-recall uplift.

  • No negative sentiments!

  • 10L audiences registered for #NothingUniversity, with over 91% course completion-rate.

  • Earned PR worth 6.8M.

The Impact

  • Kyoorius - Topical Experiences & Activations

  • Kyoorius - Best Established Campaign

  • Kyoorius - Best Campaign (Non-Fiction Film)

  • Kyoorius - Best Branded Content & Entertainment

  • GoaFest - Best Branded Content