KYOORIUS CREATIVE AWARDS - Branded Content & Entertainment (Talent > Talent: Live Experience)

The Long Overdue Statue - Mondelez India Foods - Cadbury 5 Star JPG
The Long Overdue Statue - Mondelez India Foods - Cadbury 5 Star MP4 2m:00s

The Long Overdue Statue
Brand: Cadbury 5 Star
Client: Mondelez India Foods
Entrant: Ogilvy India

The Long Overdue Statue - Cadbury 5 Star - Mondelez India Foods

Blue Elephant

Entry Title: The Long Overdue Statue
Brand: Cadbury 5 Star
Client: Mondelez India Foods
Entrant Company: Ogilvy India
Description: While most brands ask the audience to 'do' things, 5 Star has been taking a bold counter-culture stance with its tagline "Eat 5 Star. Do nothing." Through our communication, we have been building a strong and compelling case for why it's sometimes best to simply do nothing.

Taking that philosophy further, we took an unconventional approach to the IPL tournament. While other brands got cricketers to endorse their products, we honoured the ‘real’ legend of cricket by making him the face of our campaign. We paid tribute to the third umpire for wielding the most power in an IPL game, even though he spends most of the match doing nothing inside a comfortable room.

Halfway into the tournament, after a series of bad calls, third umpires coincidentally became the topic of heated debates and drew the ire of thousands of fans online. But we decided to stand by our legend and give him a tribute that he truly deserves - inspired by a similar tribute paid to a freedom fighter just months before. We built a giant holographic statue in front of Wankhede stadium in Mumbai, and invited fans attending the match to join us in saluting the legend.

Company Credits: Ogilvy India
Company Credits: Wavemaker
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
Individual Credits: President and Head of Office, Mumbai and Kolkata - Hirol Gandhi
Individual Credits: Senior Vice President - Beenu Kurup
Individual Credits: Client Services Director - Priya Thakkar
Individual Credits: Deputy Chief Strategy Officer - Ganapathy Balagopalan
Individual Credits: Executive Vice President, Planning - Russell John
Individual Credits: Mondelez Managing Director – Vietnam - Anil Vishwanathan
Individual Credits: Mondelez Brand Team - Pratik Shetty, Gayatri Patkar
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, Nikhita Arora, Priyanka Joshi, Chintan Thakker, Rupesh Shah, Aniket Ghanwatkar
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