With the Indian Premier League back in full action, Cadbury 5 Star, the iconic brand from Mondelez India, has signed up the third umpire as its newest ambassador of doing nothing. After ruling the crypto universe, the brand is now taking its ‘Do Nothing’ proposition to India’s favourite cricket festival. By crowning third umpires the #DoNothingLegend of cricket, the campaign celebrates these true icons - the ones who make the least moves, but the most impactful ones.
Setting the proposition to action, the brand installed a 12 ft holographic statue of the well-known umpire, CK Nandan at the Marine Drive, which was met with a lot of curiosity from the crowd gathered at the spot. Open to visitors on 2 and 3 May, the statue displayed the significance of the campaign idea on a plaque with the objective of creating a unique experience and engagement touch point for people who can pay their tribute to the legend as well. Additionally, the brand has also unveiled a digital film supported through a 360-degree marketing plan spread across platforms such as YouTube, Facebook and Hotstar.
Speaking about the campaign Anil Viswanathan, vice president, Marketing – Mondelez, India, said, “Today IPL has become synonymous to cricket and with #DoNothingLegend, our aim is to shine a spotlight on the real legends, the game changers, who make historic decisions in these matches - the third umpire. They hold the power to make or break a match, whilst silently seated in a room, giving people the feeling that they are doing nothing at all. Cadbury 5 Star has always applauded the unimaginable results of doing nothing, and this campaign is no exception. This one-of-a-kind activation coupled with 360-degree efforts reiterates Cadbury 5 Star’s brand persona of being witty. The campaign speaks in a language that best resonates with the youth, who remain major followers of the sport.”
‘’IPL is core to our target audience, however landing our message of 'Do Nothing' on such a high octane event was close to impossible. This is a great example of finding the right targeting moment and working with partners to leverage it. Be it people watching the match online, people reading about the match, people discussing the match, or people watching the match with their friends. Every touchpoint will be celebrating the Third Umpire moments with 5-Star,” said Shekhar Banerjee, chief client officer head, West Wavemaker India.
Sukesh Nayak, chief creative officer, Ogilvy India added, “This IPL we aimed to establish a connection with the Youth by further strengthening the “Do Nothing” proposition by celebrating and turning the third umpire into an iconic symbol that says, “Doing nothing is everything” and that's how we became the first brand to make the Third Umpire a brand ambassador.”