Cadbury 5 Star India’s latest campaign “Make Al Mediocre Again” aka M.A.M.A has created a lot of buzz on the internet. And, for all the right reasons.
The nearly two-minute commercial urges AI to take a chill pill.
It raises an alarm on the ever-increasing speed of AI, which has left people with little time to sit and relax.
The campaign addresses AI-related concerns in a way that resonates with the audiences grown weary of tech-driven monotony.
“Is AI really helping us work less like we thought or making us work even faster? Because it is only going to get worse,” a voiceover is heard, while the visuals show how an employee doesn’t have a minute to spare because of AI’s efficiency.
But, instead of directly opposing AI, Cadbury 5 Star and Ogilvy India use wit and creativity to disrupt its efficiency.
In the ad, the brand announces setting up “the world’s first server farm” designed to work 24/7—but with a twist: its sole purpose is to make existing AI models less efficient.
The servers generate thousands of authentic-looking web pages filled with nonsense information. Since AI models rely on data available on the internet for training, they are likely to treat this gibberish as legitimate information, leading to endless silly mistakes and repetitive corrections.
“…and the more time we’ll get to eat 5 Star and do nothing,” the voiceover concludes, as a man relaxes, savouring his 5 Star bar while the AI tool gets stuck redoing its work.
This idea not only highlights the absurdity of blindly relying on AI but also reinforces 5 Star’s identity as a brand that comes up with the most humourous and irreverent ads.
Such a take is unexpected—only a brand as daring as Cadbury 5 Star could think of flipping the script on AI with humour and cleverness.
Perfectly timed
Coca-Cola’s AI-driven ‘Holidays Are Coming’ campaign turned out to be a major misstep, drawing heavy backlash for its awkward, glitchy attempts to mimic human creativity.
Audiences were quick to call it out, labeling the ads as soulless and uninspiring.
Cadbury 5 Star perfectly timed its M.A.M.A campaign just two days later.
Riding the wave of the dissatisfaction with Coca-Cola, Cadbury 5 Star India struck a chord with the audience, earning massive applause for its cleverly crafted initiative.
Released on 21 November, the campaign video has already garnered over 22 million views, along with hundreds of comments praising the humour and fresh perspective.
One user said, “Not in my wildest dreams did I imagine Cadbury to be the unsung hero that saves humanity.”
“Brilliant ad! The humour and creativity are spot on. Hats off to the marketing team,” another added.
“This is the truth. We really need to cut back a little on technology,” a comment read.
Also read: Coca-Cola failed to leverage AI. Its new Christmas ad feels lifeless, hollow
A symbol of humour and indulgence
Cadbury 5 Star India has consistently proven its knack for crafting impactful advertising campaigns.
Their USP is blending humour, and the brand’s core essence—“stay lost in 5 Star’s deliciousness.”
One of its most iconic campaigns featured the duo Ramesh and Suresh, whose antics underscored the irresistible chocolate bar’s ability to transport you into a world of carefree bliss.
Their whimsical adventures and comic timing made the ads unforgettable, turning them into household names.
The tagline, “Jo khaaye, kho jaaye”, resonated deeply with India’s young audience.
The brand has also evolved with time, embracing digital platforms and quirky narratives.
The #Eat5StarDoNothing campaign struck gold, championing laziness in an era that glorifies hustle culture.
This anti-hero and ‘do nothing’ approach clicked with Gen Z, making the ads widely shareable and relatable.
In another clever campaign, Cadbury 5 Star declared that they don’t need ads, as their name is already everywhere—on food ratings, trip reviews, and more.
These campaigns haven’t just sold bars—they’ve established 5 Star as a symbol of humour and indulgence.
Brand: Cadbury 5 Star India
Agency: Ogilvy India
Views are personal.
(Edited by Aamaan Alam Khan)