Ramesh Suresh Cadbury 5 Star and DAD

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Long awaited  sequal of Ramesh and Suresh has arrived this month. Finally we have some visuals are there on what happens when Ramesh and Suresh go with Dad’s Pant (pitaji ki patloon) which was earlier left on our imaginations.:P

“Ramesh-Suresh Pitaji ki patloon ek bilant choti ho gayi ho to ghar a jao voh aise hi ghum rahe hain”~ From Facebook

The advertising giant O&M has made the most well known names of Indian house hold from north to south RAMESH & SURESH alive in Indian household. The duo of Ramesh and Suresh took birth in year 2011 for Cadbury for its chocolate brand 5 Star. When chocolate advertisements were lead by the leading stars like Amitabh Bachhan “kuch meetha ho jaye” or Preeti Zinta for Perk and so on.

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This concept of getting the trousers shorter by “1 bilant” was often told as a management story. Where every member of the family gets the trouser 1 inch shorter, because they did not communicated among themselves which resulted in much smaller trouser. Similarly the TVC also showed that the duo of Ramesh & Suresh lost in the magic of Cadbury 5 star instruct tailor to alter the trouser every time they get back to their senses. The tailor, being busy with conversations on phone ignores that he is blindly following instructions. So the communication is the key was the message of the story and you will get lost in the magic of 5 Star of the TVC. “Pitaji ki patloon bani shorts Kyunki Ramesh-Suresh ho gaye lost”

All the advertisements of this series are unique in its own way, as that they make you enjoy the monotony, tempered with repetitions where the two nerds infuse life in the ad with their shortcomings. What makes these commercials stand out is the unparalleled chemistry between Ramesh and Suresh, their stammering and their taken by surprise behavior when they meet each other and again are lost in the taste of 5 star repeatedly. This chemistry has been beautifully conceived and crafted with all eccentricity that could alone have marred this advertisement but for the duo. No wonder, today Ramesh and Suresh have become a household name ,with a huge following on social networking sites like Twitter and Facebook.  5 star seems to have added two more stars in its fold.

ImageNow in year 2013 Ramesh and Suresh return back home. The new film opens with the brothers shown walking into the house, holding their father’s trousers they went to get altered (Back in 2011 😉 ). The father acknowledges their presence in the midst of his prayers. He also notices that the trousers have been shortened so much that they have become a pair of shorts. His trousers pockets are jumping out of the shorts length. He looks at them and then pictures himself in the ‘trousers’. He is enraged and punches them in the face. Thanks to which, Ramesh and Suresh end up in hospital, heavily bandaged. When a nurse instructs them to be on a liquid diet, the duo wonders how they will eat 5 Star now. A voice over asks them not to worry, informing them that the 5 Star is now softer.

If I try to wear Edward De bono’s Black hat, I find that nurse is talking about liquid diet not softer diets and 5 Star is definitely not liquid diet. Barring this mini conceptual glitch I appreciate the sequel though it is not as conceptually strong as the preceding one. But definitely the they have raised the expectations as now Iam looking forward to more sequels of Ramesh and Suresh 🙂

Client: Cadbury India (Mondelez)
Creative agency: Ogilvy & Mather
NCD: Abhijit Avasthi
Media agency: Madison Media

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