A new philosophy has taken a path amid the love ambiance of Valentine’s Day. This year 5 Star is launching a new campaign that aims to redefine 14th February. It eliminates the old and boring celebration of love. To those who find Valentine’s Day less appealing and prefer a more laid-back approach, Cadbury 5 Star is expanding on the success of last year’s initiative to provide an escape from the romantic hype. The brand, alongside its volunteers, will unveil the ‘time travel vessel’ designed to Erase Valentine’s Day. On 14 February, three adventurous volunteers will undertake a mission to fast forward through the day, and the entire world is invited to witness this spectacle through a live-streamed event.
In collaboration with the esteemed space scientist Nambi Narayanan, Cadbury 5Star is undertaking a mission to unveil a distinctive ‘time travel vessel’ named F.N.S. Cringe Vinash. This vessel will navigate across the International Date Line, precisely at 11:59 pm on 13 February 2024, strategically crossing into 15 February at 12:00 am local time on the other side of the Date Line. By doing so, it effectively skips 24 hours of Valentine’s Day in just a single minute! The dedicated volunteers embarking on this historic journey will represent the sentiments of those looking to erase Valentine’s Day from their calendars this year. Armed with an abundance of Cadbury 5Star treats, these volunteers will savor these delightful confections and engage in the art of doing nothing as they traverse through time.
Wavemaker India chief client officer & office head Shekhar Banerjee mentioned, “When it comes to building an anti-culture narrative, we know that one-size-fits-all approach just won’t cut it. Disrupting popular norms and triggering conversations requires a unique and differentiated approach to media. For this mission, we teamed up with some cool influencers as our hosts, carefully chosen to help us achieve our goal. As a countdown to the time-machine launch we will see diverse media touchpoints building anticipation for the D-Day. So buckle up and brace for impact as Cringe Vinash is about to rewrite cultural narratives like never before. Stay tuned for an unforgettable experience.”
The one interested can sign up as ‘Mission Engineers’ by visiting the mission’s website – www.erasevalentinesday.com. As per the website, Mission Engineers will have the opportunity to play a pivotal role in shaping history. They will virtually connect with the control room during the event on 14 February and actively contribute to certain decisions made by the crew in real-time.
