Cadbury 5 Star has launched a new TVC with the theme ‘Kho Jaao. The TVC follows a teaser campaign for their interactive website Lostin5star.com.’
An interesting aspect of the campaign is that their interactive website stimulates real time consumer interaction in an engaging and interactive manner. Extending the idea of the TVC, where the protagonists eat 5 Star and vanish, visitors to the website can upload photographs and details of friends who they want to be reported as missing.
Commenting on the digital media mix, Sanjay Purohit, Director, Marketing, Cadbury India, said, “With the growing popularity of the Internet, specially among the youth, Lostin5star.com and other media initiatives will play a significant role in enhancing brand connect with both brand loyalists and curious potential customers.”
The 360-degree marketing campaign, apart from the TVC and brand microsite, will also feature theme based outdoors, including sampling / tasting sessions about the ‘right way to taste a 5 Star’.