5 star has been on the 'Jo khaaye kho jaaye' campaign for some time. I assume that it is working for them - but I can't see how. 5 star is a distinctive product in the Indian chocolate category. The product has also improved - I think over the years. But the ads just don't seem convincing or interesting.

The ad has a problem at 2 levels - one, the proposition; second, the execution. Is the chocolate the type that you associate with 'kho jaana'? No, that's a Lindt, let's be honest. 5 star is the very basic, yummy chocolate. So why that route at atll? Even if this this was a suitable and convincing proposition, the execution is boring and not one that makes you want to try it. The people eating it in the ads are wierd looking - not at all the young, cool, hip variety.

Which brings us to another question. Why are all chocolate brands targeting adults now? Dairy Milk did it successfully. And yes, chocolate is seen as an indulgence by adults as well now. But again, aren't there specific types of chocolates that are more popular among adults? Isn't 5 star still a kid's favourite? Not sure, but definitely something i would question.

Hope the chcolate brands will come up with something fun in advertising! It's been a long time since something eye-catching came by in this category.