KYOORIUS CREATIVE AWARDS - Experience & Activation (Brand-Owned Experience & IPs)

Mush Detector - Mondelez India Foods - Cadbury 5 Star JPG
Mush Detector - Mondelez India Foods - Cadbury 5 Star MP4 1m:59s

Mush Detector
Brand: Cadbury 5 Star
Client: Mondelez India Foods
Entrant: Ogilvy India

Mush Detector - Cadbury 5 Star - Mondelez India Foods

Baby Blue Elephant

Entry Title: Mush Detector
Brand: Cadbury 5 Star
Client: Mondelez India Foods
Entrant Company: Ogilvy India
Description: Every Valentine’s Day, couples across India buy chocolates for each other, and the most popular gift is Cadbury Silk. Meanwhile, its sister-brand Cadbury 5 Star is known for its tagline “Eat 5 Star. Do Nothing”. Naturally, no one considers buying a 5-Star for Valentine’s Day. So this year, we decided to create relevance by targeting the millions of people who’d rather ‘do nothing’ on Valentine’s Day. Singles could scan the QR code on the pack to open a “Mush Detector” with a detailed map of all the mush in their vicinity, which they could use to find a quiet spot, far away from all the noisy couples and mushy music. But how does it work? We simply used location-wise sales of Cadbury Silk chocolates and combined it with other data (restaurants, cinemas, valentine’s day specials, etc.) to predict the level of mush at any given point on the map.
Company Credits: Ogilvy India
Company Credits: Wavemaker
Company Credits: Retro Films
Individual Credits: Chief Creative Officer - Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Individual Credits: Executive Creative Director - Karunasagar Sridharan
Individual Credits: Creative Team - Nishigandh Dhende, Jugal Joseph, Khushali Bhansali, Arushi Bajaria, Himanshu Sonparote
Individual Credits: President and Head of Office, Mumbai and Kolkata - Hirol Gandhi
Individual Credits: Account Management - Maninder Bali, Beenu Kurup, Priya Thakkar, Vini Gada, Patrick Britto
Individual Credits: Deputy Chief Strategy Officer - Ganapathy Balagopalan
Individual Credits: Planning Team - Russell John, Shiksha Singh
Individual Credits: Chief Marketing Officer, Mondelez India - Nitin Saini
Individual Credits: Mondelez Brand Team - Sidharth Singh, Thomas Oommen, Shikha Agarwal
Individual Credits: Media Team (Mondelez India) - Anjali Krishnan, Yash Desai
Individual Credits: Chief Client Officer, Wavemaker India - Shekhar Banerjee
Individual Credits: Media Team (Wavemaker India) - Naina Shewakramani, Harsh Desireddy, Satish Rajamani, Nikhita Arora, Priyanka Joshi, Chintan Thakker, Aastha Gupta
Individual Credits: Director - Nitin Menon
Individual Credits: Technology and Innovation - Rajneesh Bolia, Dishant Malik, Vaishali Mange
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