NEW DELHI: Over the years, Cadbury 5 Star has come up with a few memorable campaigns that immediately lights the bulb of brand recall among consumers. From the humorous Ramesh-Suresh TVCs to the quirky Do Nothing films, the brand always thinks up something out of the box. Now, Five Star has partnered with Google Assistant for its latest campaign ‘Ok Google Eat a 5 Star’. It urges audiences to say eat a 5 Star on their Google Assistant, which then further activates the Do Nothing mode on the device.

Once the mode is activated, every further command that you give to it such as open app, call a friend, find a number etc is reverted with a different message that actually asks you to stop, take a break and chill for a bit.

The assistant reacts differently to different users. The idea was to come up with personalised answers for the audiences.

The innovative campaign is executed by Wavemaker India, Ogilvy India and team Google, and is being amplified via social mediums.

The brand has also released a film for it.

5 Star first launched its Do Nothing campaign in early 2020. The film opened with an aged woman asking a young boy to pick up her walking stick that's falls on the road while she is sitting on a roadside bench. Lost in the 5 Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old lady gets up to pick the stick herself, a grand piano falls at the very spot where she was sitting. The lady ends up thanking the boy for not doing anything.

It launched another film in September where in an office scenario, three young executives are working late with their boss at night. The latter cracks jokes and the first two execs share a laugh, however, the third exec is preoccupied with his 5 Star bar and forgets to pretend to laugh at the jokes. In the end, he is relieved of his duties and gets to return home while others continue to work.