Love Is in The Air, But You Don’t Have To Breathe It: This  Valentine’s Day Cadbury 5 Star Launches the Mush Detector 

Cadbury 5 star
Love Is in The Air, But You Don’t Have To Breathe It: This  Valentine’s Day Cadbury 5 Star Launches the Mush Detector 

A microsite that uses GPS to help singles avoid ‘mush’ in their vicinity so they can ‘Do Nothing’ in peace. 

India, 4th February 2022: Entering the month of February, the air is dense with the chatter of  love. For singles, this is one of the most maddening times, but fear not – Cadbury 5Star, the iconic brand  from Mondelez India, has launched yet another unique campaign to help singles navigate through the  love-sick zones and dodge gushy couples. As part of this year’s #DoNothing proposition, the brand has  introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing  in peace. 

The colour-coded map allows users from across the country to see where Valentine Day  celebrations are likely to be in full swing and identify quiet areas where they can do nothing in peace, far  away from all the chaos. It will track areas where romantic gifts like chocolates are being purchased in  large numbers, as well as hotspots like restaurants, cinemas and public places that are likely to be  swarming with couples and will combine all the data to create a real-time map of mush in any given  location. Users can also use the AR-mode to point their phone cameras at any location to see if there are  mushy areas to avoid.  

 Speaking on the campaign, Nitin Saini, Vice President – Marketing, Mondelez India said,  “Speaking directly to the nation’s youth, Cadbury 5Star with the perfect balance of quirk and wit has  consistently conveyed relatable stories. Creating yet another engaging narrative for Gen Z, our latest  edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will  help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers.”

Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India added, ‘Valentine’s Day has become  an annual event for Cadbury 5 Star to leverage and land its ‘Do Nothing’ counterculture attitude. This  year we have conceived and built a zany, dynamic webapp, the 5 Star Mush Detector – which helps  people detect and avoid mush around them with a real-time map using various data points like nearby  florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data  is also triangulated with chocolate sales to deduce mush. The more lovey-dovey an area, the redder it  appears on the map. The app also assists users find mush-free spots, where they can escape to ‘Do  nothing’. To make it further engaging, friendly folks can help us in populating the real-time map during  Valentine’s week, by reporting mushy places to avoid.  

It was a super-fun experience creating this unimaginably, sophisticated piece of work to take  ahead 5 Star’s message for Valentine’s Day – ‘Escape the mush and Do Nothing in peace.” 

Shekhar Banerjee- Chief Client Officer and Office Head- West, Wavemaker India further added, “Continuing with our legacy of being a counter-culture brand, we are protecting the single souls from all  the mush during Valentine’s Day with the mush detector app. This campaign has been mounted on the  back of exclusive partnerships with brands like Frozen Bottle, Keventers, and Smaaash to create mush free zones for singles to hang around while escaping the mush! In collaboration with popular faces that  celebrate ‘singlehood’, we had a very unique use of hyperlocal targeting, we are alerting singles about  the mushy areas to avoid, warning them to escape these zones through the mush detector app.” 

A 360-degree communication campaign will support the launch of Cadbury 5Star’s Mush  Detector which includes out of home advertisement, influencer engagement, online and on ground  activations, etc.