MUMBAI: Cadbury 5 Star, in collaboration with Netflix’s Squid Game 2, has launched an ingenious and quirky campaign that blends the high-stakes thrills of the iconic series with the chocolate brand’s signature humor and irreverence. Created by Ogilvy Mumbai, the campaign introduces a one-of-a-kind contest open to everyone in India, challenging participants to find special Cadbury 5 Star packs featuring Squid Game’s iconic symbols—Circles, Triangles, and Squares.
The catch? While the contest sparked a nationwide frenzy, with people searching high and low for these “unique” packs, the ultimate twist revealed that every Cadbury 5 Star pack already had all three symbols. Staying true to its “Eat 5 Star, Do Nothing” philosophy, the campaign declared that the contest could only be won by doing nothing—or, more precisely, by noticing what was right in front of everyone all along.
The Winner Who Did Nothing
The campaign concluded with a winner who perfectly embodied this ethos. Megha Madhvan spotted the symbols on a Cadbury 5 Star pack lying at home, sent a picture via DM, and claimed the grand prize of 4.56 million Korean Won—all without stepping out or following the herd.
Nitin Saini, VP-Marketing, Mondelez India, commented: “Cadbury 5 Star is known for its irreverent and quirky approach to life’s pressure situations where we believe a lot of good can come out of doing nothing. Netflix’s Squid Game is set in a high-octane world full of surprises. We saw an exciting opportunity to bring the two worlds together and unlock a surprise for our consumers. Just like the show, our finale had the twist where all you had to do to win was ‘nothing.’ This proves that sometimes in life, the best way to succeed is by not taking things too seriously.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “For years now, Cadbury 5 Star has been offering its unique ‘do nothing’ take on trending conversations about everything, from cryptocurrency to AI, so it was a natural fit to collaborate with a much-talked-about show like Squid Game. But what we created is anything but a straightforward contest. In keeping with 5 Star’s counter-culture stance and unique humour, Karunasagar Sridharan (Ogilvy ECD) came up with an unexpected idea that completely flips the script on what it takes to win a contest, and the Ogilvy team partnered with Netflix to bring it to life in a big way. It’s a game so simple that everyone from every part of India can participate in it, making it a massive contest open to the entire country.”
Shekhar Banerjee, Chief Client Officer & Office Head – Wavemaker India, explained, “Crafting the partnership between Cadbury 5 Star and Netflix’s Squid Game presented a unique opportunity to merge two distinct narratives: the show’s high-stakes intensity with 5 Star’s signature irreverence. Our media strategy aimed to reflect the show’s gripping narrative while delivering a sense of anticipation and surprise across platforms. This ensured the collaboration was as immersive and unforgettable as the game itself.”
Highlights of the Campaign
- The Challenge: Find Cadbury 5 Star packs with Circles, Triangles, and Squares—symbols central to Squid Game.
- The Twist: Every pack already had the symbols, proving that doing nothing (and paying attention) was the ultimate key to winning.
- The Prize: 4.56 million Korean Won claimed by Megha Madhvan without leaving her home.
- The Launch: The campaign rolled out across digital platforms, social media, and TV, complemented by hints posted online and a reveal video that captivated audiences nationwide.
Cadbury 5 Star’s counter-culture approach found a natural ally in Netflix’s Squid Game, a series renowned for its global popularity and intense storytelling. With the much-anticipated Squid Game 2 set to premiere on December 26, 2024, this campaign amplified excitement while staying true to 5 Star’s philosophy of breaking norms and embracing simplicity.
Link to film –
For Cadbury 5 Star and Netflix fans alike, this campaign redefines what it means to play the game—and sometimes, doing less truly achieves more.
CREDITS
AGENCY: OGILVY MUMBAI
OGILVY CCOs, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha
OGILVY PRESIDENT AND HEAD OF MUMBAI AND KOLKATA OFFICE: Hirol Gandhi
OGILVY CCO MUMBAI: Anuraag Agnihotri
OGILVY CSO: Ganapathy Balagopalan
OGILVY CREATIVE TEAM: Karunasagar Sridharan, Jugal Joseph, Nishigandh Dhende, Arushi Bajaria, Darshan Dhonde, Khushali Bhansali, Himanshu Sonparote
OGILVY ACCOUNT MANAGEMENT TEAM: Beenu Kurup, Priya Thakkar, Patrick Britto, Bindu Singh
OGILVY BRAND STRATEGY TEAM: Russell John, Shiksha Singh, Aayushi Jadli
OGILVY EXPERIENTIAL MARKETING TEAM: Krishnakant Mishra, Kishor Manjrekar, Jay Thacker
MONDELEZ CLIENT TEAM: Cadbury 5 Star – Nitin Saini, Siddharth Singh, Syed Rizvi, Yash Desai, Arpita Kalubarme, Anjali Madan, Aishwarya Jain, Priya Dixit, Rakhee Bansal, Aishwarya Chopra
DIRECTOR: Nitin Menon
PRODUCTION HOUSE: Hogarth
MEDIA TEAM: Wavemaker India
NETFLIX PARTNERSHIP TEAM: Poornima Sharma, Deep Chhabria, Adyasha Dash, Rebecca Daniel, Nikhil Pillai, Ankita Singh, Jasmine Latkar
