Radio Advertising
Client Mondelez International
Brand Cadbury 5 Star
Agency Ogilvy & Mather Pvt. Ltd.
Audience 18 to 25 year-olds. The radio spot was broadcast nationally.
Brief
 Cadbury 5 Star’s product formulation had changed. It was now markedly softer. Our task was to convey this to 18 to 25 year-olds, our core target audience in an entertaining manner.
Solution
 To talk about the ‘softer’ Cadbury 5 Star on radio, we gave a ‘soft’ spin to a really harsh subject. We decided to write a kidnapping ransom note in the style of an Indian wedding invitation card. These cards are typically written in a charming and poetic manner. A ransom note, thus, spoken in a polite and inviting manner conveyed the ‘softer’ proposition in a humorous manner.