Cadbury 5 Star has teamed up with Netflix’s Squid Game 2 for an exciting and fun-filled contest that combines the intense drama of the show with 5 Star’s unique sense of humor. The campaign, created by Ogilvy Mumbai, challenges people in India to find special Cadbury 5 Star packs featuring the iconic shapes from Squid Game—Circles, Triangles, and Squares.
But here’s the twist: while people raced to find these packs, the truth was that every single Cadbury 5 Star pack already had these shapes on it! True to its “Eat 5 Star, Do Nothing” motto, the contest proved that sometimes, the easiest way to win is by doing absolutely nothing. All you needed to do was notice what was right in front of you!
The Winner Who Did Nothing:
Megha Madhvan became the winner of this quirky contest by simply noticing the symbols on a Cadbury 5 Star pack she had at home. She clicked a picture and sent it to claim the grand prize of 4.56 million Korean Won. She didn’t have to search for the pack, proving that sometimes doing nothing is all it takes.
What the Experts Said:
Nitin Saini, VP of Marketing at Mondelez India, explained, “Cadbury 5 Star is all about showing how doing nothing can often bring good results. With Squid Game’s world of surprises, we saw a chance to combine the two in a fun way. Just like in the show, all you had to do was ‘nothing’ to win.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, “Cadbury 5 Star has been playing with the ‘do nothing’ idea for years. This collaboration with Squid Game was a natural fit, and we created a fun, unexpected contest. Everyone in India could join in, making it a huge event across the country.”
Shekhar Banerjee, Chief Client Officer at Wavemaker India, commented, “This partnership brought together two very different stories: the high-intensity drama of Squid Game and 5 Star’s playful, irreverent attitude. Our media strategy built excitement and kept the surprise element alive every day.”
Key Highlights of the Campaign:
- The Challenge: Find Cadbury 5 Star packs with Squid Game’s iconic symbols—Circles, Triangles, and Squares.
- The Twist: Every pack already had these symbols, so the key to winning was simply paying attention.
- The Prize: Megha Madhvan won 4.56 million Korean Won without leaving her home.
- The Launch: The campaign spread across digital platforms, social media, and TV, with hints shared online and a reveal video that captivated viewers.
This fun collaboration between Cadbury 5 Star and Squid Game proved that sometimes the simplest ideas are the best. By blending humor with a little twist, the campaign kept everyone guessing and gave fans of both brands a reason to smile.
Credits
Agency: OGILVY MUMBAI
CCOs, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha
President and Head of Mumbai and Kolkata: Hirol Gandhi
CCO MUMBAI: Anuraag Agnihotri
CSO: Ganapathy Balagopalan
Creatives: Karunasagar Sridharan, Jugal Joseph, Nishigandh Dhende, Arushi Bajaria, Darshan Dhonde, Khushali Bhansali, Himanshu Sonparote
Account Management: Beenu Kurup, Priya Thakkar, Patrick Britto, Bindu Singh
Brand Strategy: Russell John, Shiksha Singh, Aayushi Jadli
Experiential Marketing Team: Krishnakant Mishra, Kishor Manjrekar, Jay Thacker
Client: 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: Hogarth
Media: Wavemaker India
Netflix Partnership team: Poornima Sharma, Deep Chhabria, Adyasha Dash, Rebecca Daniel, Nikhil Pillai, Ankita Singh, Jasmine Latkar
