Cadbury 5Star has unveiled its campaign titled ‘Do Nothing’. With technology taking huge strides, AI will redefining the future of work, and leave humans to Do Nothing. The campaign has been conceptualised by Ogilvy India.
The film opens with a youth looking to upskill, but no matter the vocation he chooses, AI has taken over to complete the job with speed and accuracy, leaving the youth to do nothing. The brand takes the idea to an exaggeration, saying that with nothing to do in office thanks to AI, the art of ‘Do Nothing’ will become an essential skill. To help people become future ready and set themselves apart in the corporate setting, the brand introduced Nothing University, where those who sign up can learn the art of “Doing Nothing” and get a certification as well. As long-time champions of ‘Doing Nothing’, the brand has declared that we should welcome AI instead of fearing it.
Nitin Saini, VP- Marketing, Mondelez India, said, “Cadbury 5Star’s Do Nothing ideology has stood as a proud and humorous counter to the modern culture of living life on-the-go. Currently, the advent of AI is taking the industry by storm and making everyday job easier thus, leaving more room for people to ‘Do Nothing’, and as the cultivators of this ethos we want to help people ace it. The introduction of Nothing University is a cheeky take on this concept and our attempt to help everyone upskill in ‘Doing Nothing’. This will not only elevate the brand’s purpose but also establish an unforgettable and fun experience for the consumers of today.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “With AI dominating the news almost every day, there is a lot of debate and speculation about the impact it will have on every industry. In its signature irreverent style, Cadbury 5 Star has taken a crazy dig at it by celebrating the prospect that when AI does most of our work, we’ll get a lot of time to chill and do nothing. We have conceived and crafted the Nothing University and developed an entire curriculum around doing nothing efficiently in the future workplace, complete with interactive video lectures and a diploma.”
Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India, said, “In the era of AI, 5Star’s Nothing University is revolutionising norms with a witty curriculum on ‘Doing Nothing.’. In collaboration with top comedians, influencers, and brand partnerships, we aim to amplify the delight of ‘Do Nothing’, with a counterculture narrative. From enrolment to graduation, our media campaign is brimming with playful essence, embarking on a journey into the art of doing nothing, reshaping skill development with a touch of humour across multiple media touchpoints.”
The brand also introduced the microsite 5staruniversity.com where people can take courses taught by comedians Atul Khatri and Rahul Subramanian, equipping them to become future ready and focus on the possibility of AI making people’s jobs easier and leaving more room to enjoy Doing Nothing. At the end of the course, students will also get a certification as a fun take on the completion of this activation.
Cadbury 5Star will also set up a physical campus for a short duration for people to experience the course on-ground through workshops, practice labs, and research facilities for researching techniques in Doing Nothing.
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