Cadbury 5-Star ads have always had a laid-back quality to it. With their distinctive Suresh-Ramesh plot or the latest “Eat 5 Star, Do Nothing’ campaign, their advertisements have been able to carve a niche for themselves, and have tremendous recall value too. But this time, taking it a notch higher and utilizing the increasing popularity of cryptocurrency to their advantage, the brand has done something different, something that no brand has ever thought of till now.

5 Star has launched the “Nothing Coin’, its first-ever digital currency. This coin can be mined by doing- Nothing. A NothingCoin Bank, which looks like any other bank has been established, wherein one can just go and literally do nothing. The more you spend time there doing nothing, the more you earn and higher are your savings. The more you just chill, the more you earn. How cool is that!

But wait for it! It gets even better.

This NothingCoin Bank, which is situated at Nariman Point, Mumbai, has loan counters, where you can borrow as many comfortable cushions as you like to relax in the air-conditioned space, and do nothing! It has an ATM as well and sells investment schemes too. On entering the bank, you just need to log into your digital wallet, which will identify and measure one’s idleness and mine ‘NothingCoins’ till you don’t use your phone.

But again, not everyone can be in Mumbai to avail this facility of earning while chilling. So, people out of Mumbai can still earn by scanning their 5Star bar wrapper, on which they will be directed to their microsite. After earning a considerable number of coins, you can utilize them to make a purchase from the digital 5Star Mall as well as the online grocery site JioMart, which is currently accepting these coins. Tie-ups with other partners are also in process.

The brand in partnership with Ogilvy, has created an ad to spread awareness about this initiative undertaken to propagate the concept of earning while doing nothing.