Cadbury brand 5Star has launched a cryptocurrency that is mined if you do nothing. It’s an extension of the brand’s Do Nothing proposition running in India and a nod to Gen Z’s attitude to life.

Anil Viswanathan, senior director – marketing, Mondelez India, explained, “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5Star’s brand persona of being witty and speaking in a language that excites the youth.”

To start mining NothingCoin people buy a Cadbury 5Star, scan the QR code, and log onto the Do Nothing mining website. After following some basic steps, they must do nothing. That means leaving their phone alone to let the website mine NothingCoins for them. Then they can use their NothingCoins in the digital Cadbury 5Star mall, for products from Souled Store, offers from Paytm or JioMart vouchers. 

The quirky idea promotes the idea of moving away from the stressors of life, enjoying some downtime, and spending-time doing nothing. And it lets rewards them for doing so. Nothingcoin challenges the traditional notion of how only hard work helps people earn.

Included in the campaign is an actual bank, located in front of the SBI Headoffice, Nariman Point in Mumbai. The NothingCoin Bank is equipped with a loan counter, an ATM, and investment schemes with quirky messages that ask “investors” to do nothing NothingCoin hopefuls can visit the bank, grab a Cadbury 5Star, sit and do nothing to mine more NothingCoins. There are also digital films, OOH, and influencer-led activation.