KYOORIUS ADVERTISING AWARDS - Topical Advertising (Integrated Campaign)

Valentine’s Day Alibi - Mondelēz India - Cadbury 5 Star JPG
Valentine’s Day Alibi - Mondelēz India - Cadbury 5 Star MP4 1m:59s

Valentine’s Day Alibi - Cadbury 5 Star
Client: Mondelēz India
Entrant: Ogilvy India

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Valentine’s Day Alibi - Cadbury 5 Star - Mondelēz India

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Entry Title: Valentine’s Day Alibi
Brand: Cadbury 5 Star
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: Valentine's day can be a real drag for single people, but there’s finally a way to escape it all. Cadbury 5 Star surprised the country by taking over an island, renaming it "my cousin's wedding”, and giving everyone a fool-proof alibi to escape the mush. When asked about your V-Day plans, you can now say "I'm going to my cousin's wedding" and technically, you wouldn’t be lying. Refugees fleeing the V-day mush can now spend the dreaded day all alone, doing nothing on a remote island. Participants could ‘bid’ for the island by scanning the QR code of the wrapper. We took the craziness even further by building an embassy for this new refugee nation, complete with a flag, emblem, and immigration formalities. We took on other chocolate brands by cleverly hijacking outdoor sites with our unusual message. 98,000 people signed up to flee to the island, and the campaign generated 763 million impressions and earned media worth over $150,000.
Company Credits: Ogilvy India
Company Credits: Wavemaker
Individual Credits: Sukesh Nayak, Chief Creative Officer
Individual Credits: Kainaz Karmakar, Chief Creative Officer
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer
Individual Credits: Karunasagar Sridharan, Group Creative Director
Individual Credits: Karunasagar Sridharan, Copywriter
Individual Credits: Jugal Joseph, Copywriter
Individual Credits: Nishigandh Dhende, Art Director
Individual Credits: Kaustubh Basankar, Art Director
Individual Credits: Beenu Kurup, Senior Vice President
Individual Credits: Priya Thakkar, Account Management
Individual Credits: Abhijeet Nirban, Account Management
Individual Credits: Vini Dedhia, Account Management
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