Results

Objective:To redefine Valentine’s Day for Gen Z singles by transforming “doing nothing” into a bold countercultural statement. Our aim: build brand love, spark large-scale digital talkability, and drive a 5% sales increase vs last year led by an engaging, multi-phase web film narrative. Idea:The campaign revolved around a bold, countercultural narrative: Erase Valentine’s Day. In collaboration with space scientist Nambi Narayanan, 5Star introduced the F.N.S Cringe-Vinash, a time-travel vessel crossing the international date line to skip 24 hours of V-Day. This rebellious narrative, broadcasted live on YouTube, invited Gen Z to embrace the Joy of Missing Out (JOMO), positioning 5Star as a trailblazer in countercultural marketing and redefining Valentine’sDay for a new generation Strategy & Execution:The web film wasn't a one-off, it was the spine of the campaign across three high-impact phases: Phase 1:Idea Film – ‘Mission Unveiled’ We launched with a slick, cinematic web film featuring ex-ISRO scientist Nambi Narayanan announcing the mission to erase V-Day. Released on YouTube and social, it sparked intrigue and belief. Phase 2:Countdown Film – ‘The Clock is Ticking’A high-energy countdown film dropped next, dramatizing the days leading to the mission. Featuring celeb cameos and quirky edits, it kept anticipation alive. Phase 3:Live Film – ‘The Mission Goes Live’On Feb 13, we streamed a 60-min live web film hosted by Tanmay Bhatt and Samay Raina. Set in a mission control room, it blended real-time updates, humour, and audience interaction into a cultural moment. Results:190M+ total views, 46M organic, 410K concurrent viewers on YouTube Live, 2.2M+ engagements, 86% positive sentiment, +5% sales growth, +10pp consideration, +23pt trust uplift Cadbury 5Star's Erase V-day web film wasn't just liked or shared on the internet but inspired and united a generation to join the most bizzare movement on the internet.