In a bold move, Cadbury 5 Star, famous for its iconic ‘Ramesh-Suresh’ ads and disrupting Valentine’s Day chocolate norms, has launched a new campaign that is making waves. This time, instead of just giving chocolates, they are calling on “uncles” to “destroy Valentine’s Day” with a playful twist.
In contrast to the typical tradition of chocolates being linked to Valentine’s Day, Cadbury is flipping the script by recruiting uncles to disrupt the holiday’s popularity. This quirky ad campaign features a YouTube video that has already garnered over 5.1 million views and is supported by an official website encouraging people to enlist uncles for the cause.
Why uncles, you ask? According to the campaign, when uncles join a trend, it often marks its decline in popularity among younger audiences. The website humorously states that uncles are the perfect group to help eradicate the holiday, as their participation signals the end of any trend’s relevance with Gen Z.
Nitin Saini, Vice President Marketing at Mondelez India, explained that Cadbury 5 Star’s motto has always been to “do nothing,” and the campaign aims to offer a lighthearted alternative to the pressure of romance on Valentine’s Day. Sukesh Nayak, Chief Creative Officer at Ogilvy India, added that the initiative is a “counterculture take on the cringe surrounding Valentine’s Day,” further emphasizing the fun nature of the campaign.
To join, uncles can visit the official site, register, and receive “date allowances,” while nominators can earn commissions. Cadbury 5 Star is making it fun and rewarding to fight against the holiday’s mainstream expectations.
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