Ramesh & Suresh have been lost in a bite of the chewy 5 Star chocolate bar since 12 years. The soon-to-be teenagers have become synonymous with the brand, taking their goofiness a level higher with every ad.
The adorable pug gave way to Zoozoos and now Asha-Bala are the face of Vodafone in India. But 5 Star has stayed loyal to its brother duo. No matter the changing brand positioning, evolving consumer behaviour, Ramesh & Suresh will continue to be the mascots for 5 Star say Mondelez and Oglivy. The outlandish antics of these characters "Have a lot of consumer affection and we continue to make them cooler, presenting them in new avatars, making them more aspirational," says Prashant Peres, Director - Marketing (Chocolates), Mondelez India.
Mondelez first approached Ogilvy in 2005-2006 with a simple brief- a bite of Cadbury 5 Star is a wholesome experience. Each bite is chewy, its taste appeal is so involving that one "gets lost in the taste of Cadbury 5 Star." Ogilvy has stayed true to this brief ever since. "The same brief has been responsible for all the work so far. The new 5 Star 3D campaign uses the same 'lost in the taste' platform but takes it to whole new level in terms of execution, look-feel etc," says Amitabh Agnihotri, Creative Director - â€ŽOgilvy & Mather.
Initially, the product was positioned around "Togetherness, hunger, energy, irresistible and soft chew. The brand positioning witnessed a significant shift to adapt to the evolving consumer behaviour," explains Peres. Launched in 1969, 5 Star was one of the very first chocolates of its kind. Over the last few years, 5 Star has been innovating and reinventing itself for the premium chocolate segment in India. 5 Star is the second biggest Cadbury brand after Dairy Milk.
Now, 5 Star occupies a new space in the consumer's mind - aspirational. "Keeping in mind how having time for oneself is a luxury in today's demanding era, the Cadbury 5 Star's campaign 'Jo khaaye kho jaaye,' showcases the goofy characters in the Ramesh-Suresh series epitomizing the sensation of being Lost in Taste," notes Peres. Agnihotri says that Ramesh & Suresh have evolved with the times, reflecting the youth of the day. "Viewers lap up the humour in 5 Star ads and over the years, Ramesh & Suresh duo have become cooler with their lost adventures and the TVCs too have evolved with changing times in terms of the look and feel, which reflects how young people want to see Ramesh & Suresh," he says.
Ramesh & Suresh, who return every year with their eccentric escapades have been immortalised in 'Ek Bilang,' which became part of common lingo and the numerous Ramesh-Suresh jokes that went viral a little while ago. The magic of the duo has rubbed off on 5 decade old brand of 5 Star. "Ramesh & Suresh have helped the brand generate strong cut through and continue to be much loved by consumers. The campaign helped 5 Star strengthen its edge over competition by significantly increasing its scores on being 'youthful and innovative,' hitting the right spot with its target audience," Peres observes.
The first ever ad that Ogilvy created for the 'Lost in Taste' brief was the Caravan ad. None of the characters in the ad were named Ramesh and Suresh back then. After the Caravan ad, the next ad in 2008-09 was the 'Park-bench' ad which revolved around helping the 5 Star eaters because they are lost, and therefore, vulnerable.
The current avatar in which we see Ramesh & Suresh finally emerged in 2009. "We worked along with the clients to do something new all together with the brief in 2009. The result was the 'short term memory loss' campaign with two ads ('Shopkeeper' and 'Tailor') featuring two friends (Ramesh & Suresh) getting lost with each bite of 5 Star and repeating things with funny outcomes," shares Agnihotri.
While the names Ramesh and Suresh had not come up until 2009, looking back at the Caravan ad, it is easy to find similarities to the sibling duo in the 2005-06 ad. Agnihotri explains that it was legendary ad-film director, Prasoon Pandey, who decided to cast the same two actors who had appeared in the 'Caravan' ad and retained their look while adding a few things like goggles etc, making them appear even cooler.
Even as Ramesh & Suresh enter their terrible teens, as mascots they will continue to entertain viewers. "As long as people enjoy the stories Ramesh & Suresh appear in, they will keep on enjoying the ads," concludes Agnihotri.
In the latest ad for 5 Star 3D, Ramesh & Suresh are lost in a new dimension.
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