Cadbury 5 Star Takes on AI’s Fast Pace with Humorous M.A.M.A Campaign

Mondelez India’s iconic brand, Cadbury 5 Star, continues its tradition of promoting a break from life’s relentless pace with its new campaign, “Make AI Mediocre Again” (M.A.M.A). Staying true to its humorous “Eat 5 Star. Do Nothing” philosophy, the campaign highlights the accelerating speed of artificial intelligence (AI), which, while improving efficiency, has also intensified life’s hustle, leaving little room to relax.

The campaign introduces a playful concept—AI progressing so fast that humans might struggle to keep up, losing opportunities to pause and unwind. To counter this, Cadbury 5 Star has introduced the world’s first server farm designed to make existing AIs less efficient. These servers generate thousands of nonsensical yet authentic-looking webpages, disrupting AI training data and encouraging artificial intelligence to make human-like errors.

Nitin Saini, Vice President, Marketing, Mondelez India shared, “Cadbury 5 Starstands for liberating the youth from the mindless rush of life. The advent of AI has left the youth grappling with a host of uncertainties about what the future holds. Would our lives become easier? Or will we get busier? 5 Star with its campaign of ‘Make AI mediocre again’ aims to lighten up the pressure in its unique humorous way by going to all lengths to protect the ethos of ‘Do Nothing’. In a world so focused on doing more, we’re encouraging everyone to see the value in stepping back and allowing for moments that bring calm.” 

Sukesh Nayak, Chief Creative Officer, Ogilvy India added, "A year after the viral 'Nothing University' campaign, Cadbury 5 Star is back with yet another dig at the AI revolution, as part of the brand's long-running Mondelez International Internal counter-culture campaign. AI has grown by leaps and bounds over the last year and has already started making our daily tasks easier. But Karunasagar and the Ogilvy team noticed that there's a catch to it, and have used the opportunity to create a crazy solution to permanently protect our 'doing nothing' time from the AIs. Our Creative Tech team worked closely on this campaign to bring this idea to life." 

Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India also mentioned, “In a world obsessed with AI's rapid advancement, the ‘Make AI Mediocre Again’ campaign offers a refreshing dose of humor and self-awareness. This campaign playfully critiques the role of AI in our lives, advocating for a return to simplicity and the acceptance of imperfection. Our strategy focuses on engaging audiences where AI conversations dominate – social media and digital apps – by leveraging creators who understand and contribute to AI culture. Through witty and relatable content, we invite people to join a movement that celebrates the beauty of being human, flaws and all.”

Through this innovative and humorous campaign, Cadbury 5 Star underscores the importance of pausing in today’s fast-paced world and reaffirms its core belief in the value of “doing nothing.”