Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its “Do Nothing” counterculture attitude.

For the 2023 edition of Valentine’s Day, Ogilvy India has conceived and built the 5 Star Mush Detector – a zany, dynamic webapp that tracks areas where romantic gifts like chocolates are being purchased in large numbers, as well as hotspots like restaurants, cinemas and public places that are likely to be swarming with couples and combines all the data to create a real-time map of mush in any given location. Users can also use the AR-mode to point their phone cameras at any location to see if there are mushy areas to avoid.