Cadbury 5 Star chocolate has launched an unconventional campaign to literally erase Valentine’s Day 2024 from the calendar. The stunt aims to speak to anti-Valentine’s Day supporters by skipping February 14th entirely. As launch time nears, enthusiasm and buzz continues building around the daring mission.
What is Mission: Erase Valentine’s Day?
The campaign, dubbed “Mission: Erase Valentine’s Day,” centers on a publicity stunt involving a “time travel vessel” named F.NS. Cringe Vinash. The vessel will supposedly cross the International Date Line at precisely 11:59 pm AST on February 13. By instantly jumping ahead in time zones, it will skip past Valentine’s Day and go straight to February 15.
The vessel’s journey will be led by renowned scientist Nambi Narayanan and crewed by three brave volunteers. 
The entire event will be orchestrated remotely from a control room in Mumbai. Cadbury is also allowing online signups for “Mission Engineers” who will participate in the live stream by steering decisions.
Growing Excitement and Buzz
As the launch time of 4pm IST on February 14 draws nearer, enthusiasm for the anti-Valentine’s Day mission continues increasing. Adding to the buzz is the newly announced hosts of the live stream event – popular comedians Tanmay Bhat and Samay Raina.
Known for their humor and wit, Bhat and Raina will provide entertaining commentary as they guide viewers through the mission’s progress. They’ll also interact with online participants who have signed up as Mission Engineers. The blend of science, comedy and an irreverent approach to Valentine’s Day is generating palpable excitement.
Reactions
Reactions to Cadbury’s campaign have spanned critics and supporters alike. Supporters on social media have praised the originality of literally deleting a holiday from the calendar. Critics argue it promotes avoiding emotional intimacy and is just a gimmick to sell chocolate.
Yet by all accounts, Cadbury has created unconventional messaging tailored perfectly to anti-Valentine’s Day consumers. It remains to be seen whether the company can pull off the headline-grabbing stunt of erasing February 14, 2024. But they have already succeeded at generating worldwide attention.
Watch the live telecast of the event here.
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