Ramesh and Suresh are back with their goofy antics. The endearing duo that has been the face of the Cadbury 5 star’s advertisements have returned to the small screen in a new avatar via the new TVC that promotes the chocolate brand’s extra caramel variant.

Talking about the campaign, Prashant Peres, director-marketing (Chocolates), Mondelez India, says the latest ad was in sync with the brand’s larger vision of making the product synonymous with the urban youth. “The pitch to Ogilvy was to get young urban Indians to wear Cadbury 5 Star as their badge. Our iconic brand assets Ramesh and Suresh have a lot of consumer affection but we need to continually make them more aspirational and cooler,” he says.

While that explains international setting of the ad, the quirky tone of the content has been constant throughout says Amitabh Agnihotri, senior creator director, Ogilvy & Mather. “Simplicity of the ad and the joke are the two main norms we keep in mind while thinking of scripts. It's these funny, entertaining stories that have made Ramesh-Suresh into household names,” he says.

Also commenting on the timing of the campaign, Peres adds that the festive season was one among the deciding factors in play. “The launch of extra caramel version was timed in second half of the year when chocolate offtake picks up helped by improved weather and festive footfalls, among other factors,” he says.