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In a bold move that pokes fun at the relentless march of technology, Cadbury 5 Star has launched its latest campaign, "Make AI Mediocre Again" (M.A.M.A.), to slow down the rapid rise of artificial intelligence. Known for its playful slogan "Eat 5 Star. Do Nothing," the brand is encouraging people to take a step back from the pressures of modern life, making the case that AI's relentless speed leaves little room for moments of relaxation.
The campaign introduces a unique twist—a server farm that operates 24/7 to introduce confusing, nonsensical information into AI training databases. These fake, yet convincing pages are designed to infiltrate AI learning systems, causing errors and ultimately making the AI systems as imperfect as humans. With AI continuing to transform daily life, the brand’s cheeky solution highlights the importance of slowing down and embracing imperfection.
Nitin Saini, Vice President of Marketing at Mondelez India, explained, “Cadbury 5 Star stands for liberating the youth from the mindless rush of life. With AI, there are concerns that our lives might become even more hectic. Our ‘Make AI Mediocre Again’ campaign is a humorous way to highlight the value of doing nothing and stepping back from the relentless pace of modern technology.”
Following the success of last year’s viral “Nothing University” campaign, Cadbury 5 Star is once again tapping into the cultural conversation around AI. The creative team at Ogilvy India, led by Chief Creative Officer Sukesh Nayak, recognised the need to bring balance to a world obsessed with progress, offering a playful disruption to the ever-evolving AI landscape.
Shekhar Banerjee, Chief Client Officer at Wavemaker India, added, “Through this campaign, we aim to inject a bit of humor into the ongoing AI conversation, celebrating the imperfections of being human.”
With a focus on social media and digital engagement, the campaign invites audiences to join the movement to slow down, laugh at AI's imperfections, and celebrate the beauty of being human in a world increasingly dominated by technology.
