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Cadbury 5 Star makes third referee its brand ambassador

In this IPL season, brands from all walks of life are looking for cricketers as brand ambassadors. However, Cadbury 5 Star, a popular chocolate brand produced by Mondelez India, has chosen the third referees as their brand ambassador.

On Monday, the brand posted a video on its Twitter account showing images of a holographic statue of CK Nandan, a famous third referee, being installed in Mumbai.

The nameplate on the statue jokingly read, “CK Nandan, Third Referee. Still alive but totally deserve it. In the video, people were seen clicking photos with the statue which also had a fake quote humorously attributed to Nandan which read, “With great power comes great air-conditioned comfort.”

The video was captioned: “He came. He refereed. He did almost nothing. And now it is part of the Mumbai skyline #DoNothingLegend”.

Explaining the inspiration behind their #DoNothingLegend campaign, Anil Viswanathan, VP Marketing at Mondelez India, told the media, “Today IPL has become synonymous with cricket and with this campaign our aim is to shine a light on the real legends, the game changers, who make historic decisions in these matches – the third referee.

“They hold the power to make or break a game, sitting silently in a room, making people feel like they’re doing nothing at all. Our brand has always applauded the unimaginable results of doing nothing, and this campaign is no exception,” Viswanathan added.