We examine the significance and objective of the Doing Nothing certification courses, which are launched by Cadbury 5 Star and Do Nothing University along with the location
Cadbury 5 Star has launched Nothing University, offering individuals the opportunity to enroll in a program focused on mastering the skill of ‘Doing Nothing’ and obtaining certification. The brand has initiated a campaign advocating the acceptance of AI rather than fearing it, aligning with its tagline, ‘Eat 5-star, do nothing.’
Cadbury 5 Star and Do Nothing University Doing Nothing course details, how to register, location, professors
What is the objective of the ‘Doing Nothing’ certification courses?
Cadbury 5 Star plans to establish a temporary physical campus where individuals can actively participate in the course through workshops, hands-on practice labs, and research facilities focused on exploring techniques in Doing Nothing. Ogilvy India conceived this distinctive campaign. The brand exaggerates the concept, asserting that due to AI handling tasks in the office, mastering the skill of ‘Do Nothing’ becomes crucial.
Enrollments in the course are available through the microsite 5staruniversity.com, where participants can actively engage in interactive video sessions. Corporate-employees-turned-comedians Atul Khatri and Rahul Subramanian instruct modules that guide individuals in embracing the concept of Doing Nothing, tailored for a future AI-powered workspace. After successfully completing the course, participants receive certification, adding a playful touch to this activation.
Cardbury 5Star will also set up a physical campus in the impending time to offer workshops about the Doing Nothing course. The location is yet to be revealed.
How corporate leaders reacted to the unique campaign?
Nitin Saini, the Vice President of Marketing at Mondelez India, stated that Cadbury 5Star’s Do Nothing philosophy boldly stands against the current trend of embracing a fast-paced, on-the-go lifestyle. With AI increasingly streamlining tasks, people now have more chances to actively engage in ‘Doing Nothing.’ He emphasized that Cadbury is aiming to help individuals master the art of doing nothing.
Sukesh Nayak, the Chief Creative Officer at Ogilvy India, expressed that as AI increasingly dominates headlines and discussions, there is ongoing speculation about its potential influence across various industries. He highlighted that in a unique and playful approach, Cadbury 5 Star amusingly embraces the idea that as AI takes on more of our responsibilities, it provides a chance for individuals to unwind and indulge in leisure activities.
Shekhar Banerjee, Chief Client Officer and Office Head for West, North, and East at Wavemaker India, said that in the age of AI, 5Star’s Nothing University is transforming conventions with a clever curriculum focused on ‘Doing Nothing.’ He stressed the playful essence permeating their campaign from enrollment to graduation. The campaign guides individuals through the art of doing nothing, infusing a humorous touch into skill development across media touchpoints.