Role: Ideation, Copywriting.
Awards: Kyoorius Awards 2024 - 1 Blue Elephant | Mad Star Awards 2024 | Brand Equity Shark Awards
Cadbury 5 Star
MUSH DETECTOR
True to its quirky, counter-culture philosophy of ‘Do Nothing’, Cadbury 5 Star has always marched to the beat of its own drum—even on Valentine’s Day. While other chocolate brands are busy celebrating love, 5 Star stands in solidarity with the singles, offering them a sweet escape from all the mush in the air.
In 2022, we took this idea a step further with the launch of the 5 Star Mush Detector—a web app designed to help you dodge the love-struck chaos. It mapped out ‘mushy’ hotspots across the city, guiding users to Valentine’s-safe zones where they could chill out and do nothing.
When people visited the microsite, they would see the map of mush and fun and engaging messages that would pop up in 5 Star's signature sassy style.
On Valentine’s Day, the Mush Detector flagged Bandra Bandstand as one of the mushiest spots in the city. So, true to its promise, 5 Star stepped in to save the singles. As an extension of the campaign, we built the 5 Star Evacuation Chamber—a chill zone where people could escape the PDA-packed chaos outside and chill in peace.
Signs that were put up inside the Evacuation Chamber
We even installed Mush Quality Index boards next to AQI displays across the city—because sometimes, the mush in the air is worse than the pollution.
And of course, while chocolates like Cadbury Silk leaned into the mush, we couldn’t resist a cheeky billboard banter.
Creative Director: Karunasagar Sridharan
Copywriters: Khushali Bhansali, Jugal Joseph
Art Directors: Nishigandh Dhondhe, Arushi Bajaria, Himanshu Sonparote
Agency: Ogilvy India