MUMBAI: Even though Cadbury attempted to change its 5Star campaign strategy recently, it's got itself in a fix. The new ad film has drawn ire from netizens. Ogilvy India has termed the timing for the campaign as ‘unfortunate’.

Ogilvy India chief creative officer Sukesh Nayak, responding to indiantelevision.com said: “The timing has been most unfortunate. However, the campaign was conceptualised and executed way before.”

The new advertising campaign has not gone well with the netizens, especially with the youth, as many took to social media to express their objection regarding the ad film.

According to them, the ad shows today’s youth in a distasteful manner, at a time when many are voicing their concern by coming out on the streets over the passage and implementation of the Citizenship Amendment Act (CAA).

The chief creative officer explaining further said, “We did not think anyone would take a message that is meant to make you smile, in a wrong way. But yes, there are people who have not understood the point being made and there are a few who have misunderstood the message and are reading it negatively.”

Cadbury’s 5Star recently changed its television commercial (TVC) and came up with the new ad campaign with renewed tag line -- Eat 5Star, Do Nothing. The agency, explaining the idea behind the new ad film, said that the earlier campaign had started to become predictable and as youth abhors predictability, it was eventually decided to change the old ad campaign -- Jo Khaaye, Kho Jaaye.

The new television ad film opens with an aged woman, who is sitting on a roadside bench, asks a young boy to pick up her walking stick that's fallen on the road. The boy is seen standing a little away from her bench and eating his 5Star chocolate. He being busy enjoying his 5Star bar responds to the lady with affirmation 'Ji Maaji' but fails not to move from his position. To which, old lady gets up from the bench to pick the stick herself, and moves away from a bench. The moment she picks up her stick a grand piano falls on the bench that she was sitting on. The lady eventually thanks to the boy for not doing anything.

As many others appreciating the brand’s message, Nayak mentioned that there are also young people who have understood the message and meaning of the point being made.

“A large majority are enjoying the creative execution that comes through the humour of the campaign. What is heartening is that some are returning to watch the ad again and again,” he added.