- 3 Feb 2014
Bollywood music channel 9XM’s funny
duo Bade and Chhote, and Cadbury 5 Star’s
Ramesh and Suresh have come together in a
unique brand campaign that will see the four
characters interacting with each other.
The campaign titled ‘Jo Khaaye Kho Jaaye’ will
see the 5 Star brand characters Ramesh and
Suresh interacting with Bade-Chhote of 9XM.
This is the first time that the channel has
executed the campaign featuring animated
characters interacting with real ones in a live-
The deal between the channel and advertiser is
for one month and the first set of advertisements
featuring the characters have been put on air on
The ad sees Bade and Chhote indulge in their
quintessential ‘Bakwaas’ humour as Ramesh and
Suresh ‘get lost’, thanks to 5 Star.
It is a two-episode campaign wherein the basic
plot revolves around Bade-Chhote chilling out
with Ramesh and Suresh in a canteen and
indulging in the usual banter and the
quintessential ‘Bakwaas Band Kar’ humour. The
campaign showcases the two jodis getting lost in
their own world after chewing on Cadburys 5
Star, thus highlighting the essence of ‘Jo Khaaye
Earlier, the channel had used the character
Bheegi Billi for Idea Cellular’s Honey Bunny
campaign. Similarly, Tata Motors created an ad
using the 9X character Silly Chicken for its Nano.
9XM’s Bade-Chhote meet 5 Star’s Ramesh-Suresh for ad integration | TelevisionPost.com