Cadbury Creates ‘Mush Detector’ To Help Singles Avoid Sappy Couples On V Day

It’s February, and with that, comes Valentine’s Day. For couples, that could mean a flurry of excitement and anticipation in preparation for the special day, while others prefer celebrating their love of love with family and friends. 

However, for a select group of people who detest the candy-laden holiday, Valentine’s Day can be an eyesore with couples cozied up everywhere. As such, Cadbury 5 Star, part of Mondelez India, has launched a unique campaign to help these singles dodge gushy lovebirds on the day. 

How? By using the brand’s Mush Detector App, which helps users detect “mush zones,” thereby allowing them to take a different route through the city, and participate in the company’s #DoNothing campaign in peace. 

The app features a color-coded map that gives users an overview of where Valentine’s Day celebrations are taking place across the country, at the same time spotlighting quiet areas where they can find safe havens from the lovey-dovey chaos. 

According to LBB Online, the tool will track areas where romantic gifts, such as chocolates and roses, are being purchased in large numbers, and will include couple hotspots such as restaurants and cinemas to form a real-time guide of any given location. 

To go one step further, users armed with their smartphones can point their cameras at any location they’re walking towards to enable an augmented-reality mode showing which “mushy areas” not to approach. 

Shekhar Banerjee, Chief Client Officer at Wakemaker India, explained that the campaign is very much on brand for the “counter-culture” company, hoping that its witty web application will help protect “single souls from all the mush during Valentine’s Day.” 

[via LBB Online and Cadbury 5 Star India, cover image via Cadbury 5 Star India]