Pitaji Ki Patloon: The Story of How Two Lost Brothers Became Icons of Indian Advertising

Somewhere in the mid-2000s, Abhijit Avasthi, National Creative Director at Ogilvy India, found himself thinking about his childhood memories of eating Cadbury 5 Star chocolate. He remembered that specific feeling—the way he would lose himself in each bite, the world fading away for those few moments of pure indulgence. That memory, that sensation of being completely absorbed, would become the foundation of one of India's most memorable advertising campaigns.

When Mondelez International, Cadbury's parent company, approached Ogilvy India in 2005-2006 with a brief to reposition 5 Star, the ask was simple: communicate that a bite of Cadbury 5 Star is a wholesome experience. But what emerged from that brief was anything but simple. It was the birth of "Jo Khaaye, Kho Jaaye"—he who eats it, gets lost in it—and with it, the creation of two characters who would become synonymous with the brand itself.

The Birth of Ramesh and Suresh

The quirky sibling duo Ramesh-Suresh was the brainchild of advertising firm Ogilvy India—specifically Abhijit Avasthi, Sameer Sojwal, and Amitabh Agnihotri. But bringing these characters to life required finding the right actors who could embody the peculiar blend of innocence, goofiness, and likability that the campaign demanded.

The 'Jo khaye, kho jaaye' series began in 2005/06 with the 'Caravan' TVC. The first campaign had three characters in the storyline. But something wasn't quite clicking. Later, the concept was changed and it moved on to only two main characters. Sengar and Dugga (Ramesh and Suresh) were part of the first campaign too, but back then, they didn't have a name to identify themselves.

In 2010, when the agency created the 'Shopkeeper' commercial featuring Ramesh and Suresh, director Prasoon Pandey, after a little bit of initial auditions for actors, decided to cast the same duo from 'Caravan' as Ramesh and Suresh as they fit the profile beautifully. Director Prashant Sippy first cast Rana Pratap Sengar and Goldie Duggal to play Ramesh and Suresh respectively. The first ad featuring the duo came out in 2006.

The casting story itself has a touch of the absurdity that would define their characters. Goldie recalls that a casting director once asked him if he'd want to do an ad, and an uninterested Goldie got picked out of 600 other aspirants after the auditions. His onscreen twin Rana was turned away the first time, but came back the next day with a wig, claiming to be the rejected guy's brother. The wig must have made an impression, as it seems to have become an integral part of their lives.

Pitaji Ki Patloon: The Ad That Made India Laugh

Then came the commercial that would cement Ramesh and Suresh in Indian advertising history—"Pitaji Ki Patloon" (Father's Trousers).

The 45-second commercial was shot by Prasoon Pandey of Corcoise Films over two days in Mumbai. The TVC opens with the two siblings Ramesh and Suresh entering a tailor's shop to get their father's trousers altered.

The scenario is deceptively simple. The commercial shows Ramesh and Suresh entering a tailor's shop to shorten the length of their father's trousers. At about the same time, they dig into a 5 Star bar and instruct the tailor, "pitaji ki patloon ek bilang choti kardo" (shorten father's trousers by one inch).

The word "bilang"—a quaint Hindi equivalent of an inch—became part of the ad's charm. Avasthi shared that it was Prasoon Pandey who suggested using that word, explaining that these are the little things that the audience picks up and remembers for a long time.

What happens next is pure comedic gold. An overworked tailor complies without any question, and the trouser gets altered to a shorts' length while Ramesh and Suresh enter into a temporary oblivion after having the chocolate bar. By the time they snap out of their 5 Star-induced trance, their father's formal trousers have been transformed into shorts.

Commenting on the creative, Abhijit Avasthi explained: "In the new TVC, we have dramatized the situation of the temporary amnesia. The idea was to take the same positioning forward and to leverage it to next level".

Uncle Ji Ki Kursi: The Follow-Up That Proved It Wasn't A Fluke

Success breeds sequels, and Ramesh and Suresh's next misadventure was equally memorable.

'Uncleji Ki Kursi' features a friend visiting the brothers' house, and their father asks the duo to bring a chair for 'uncle ji'. The duo open up Cadbury 5 Star and get lost in its taste. As there is a delay from their end, they go inside the room. After the duo finish chewing, that is when it strikes them what their father had asked them to do. And it is here, hilarity sets in.

The comedy in both commercials comes from the same place—the dramatic delay between instruction and execution, with that delay filled entirely by the brothers' complete absorption in their 5 Star bar. They hear the instruction. They understand it. But somewhere between hearing and doing, they get lost.

Why These Characters Worked

Cyrus Pagdiwala, Executive Producer at Corcoise Films, explained their casting philosophy: "We were always looking for goofy guys and not the regular model types. When we got them on board, nobody knew that these characters would continue over a period of 10 years. Today a celebrity star doesn't continue the campaign for more than four years. These guys have outlived any celebrity association with the brand".

What made Ramesh and Suresh so effective wasn't just their goofiness—it was their relatability. Rana Pratap Sengar, who played one half of the duo, told ThePrint: "I think the message of these ads was that ordinary people can do extraordinary things after eating Cadbury 5 Star. They become heroes in the oddest situations".

But there was more to it than that. Amitabh Agnihotri, Senior Creative Director at Ogilvy & Mather India, elaborated on the original brief: "The first brief came from the product insight that Cadbury 5 Star is an involving eat. Because each bite is fulsome and chewy, it's not a quick eat and it 'consumes' you. And when you are so involved in one thing you may forget about other things. Hence the brief – 'Lost in the taste of Cadbury 5 Star' and the tagline – 'Jo khaye, kho jaaye'".

The creative insight was brilliant in its simplicity: the physical act of eating a 5 Star—its chewy texture, its multiple layers of chocolate, caramel, and nougat—naturally takes time. The product experience itself justifies the "getting lost" premise.

The Cultural Phenomenon

The ads didn't just sell chocolate—they entered the cultural lexicon. Where people can't read or write, they ask for the 'Ramesh-Suresh' chocolates. This is the kind of recall value that the Cadbury 5 Star's goofy looking characters bring to the brand. It hardly takes a nano of a second for any Indian to recollect the brand from these two mischievous looking boys.

Goldie Duggal and Rana Pratap Sengar have been the five star 'Ramesh-Suresh' pair for over 11 years. The duo have been featured in over 25 of the little 'ramesh-suresh' TVC stories, and have also done 250 digital ads. They also worked in a 30-minute film in which, as Ramesh and Suresh, they go out with… well, Kamala and Vimala.

The characters became so popular that Cadbury took them beyond television. The activity was organized at PVR cinemas in Mumbai and Gurgaon, at the ticket and food counters to make it truly interactive. The characters interacted with several unsuspecting moviegoers and treated fans to some typical 'lost' Ramesh and Suresh moments.

George Kovoor, Sr. Creative Director at Ogilvy One, explained the activation: "For years Ramesh and Suresh have won millions of fans on TV. It was time to take them out of the TV and into real life. Sending them to work at PVR not only was a fun way for Cadbury 5 Star to engage its fans but it was also a cool way to bring alive the campaign thought of Jo Khaye Kho Jaye".

The Production Magic

Pagdiwala shared behind-the-scenes insights: "We work really hard to get quirks out of the actors. Sometimes we keep the camera on and pretend that the camera is off to get the reactions for which they are not ready". This technique helped capture the authentic goofiness that made the characters so endearing.

Generally, the shoot takes two days and then in about 20 days, the ad film takes shape. But the preparation was meticulous. Avasthi stated that their challenge was how to up their humor game and keep the audience engaged.

11 years of being Ramesh and Suresh gave the actors confidence along with experience. They recall how director Prasoon Pandey once didn't even tell them what to do on camera, brushing them off with a "you'd know by now".

The Evolution and Legacy

Cadbury 5Star's brand positioning over the years evolved to suit changing consumer behaviors. Initially, 5Star denoted togetherness, hunger, energy, irresistible and soft chew. This has however transformed over time and currently 5Star—in its all new colorful packaging, epitomizes the sensation of being 'Lost in Taste'—a luxury for consumers given the extremely energetic and demanding times we live in.

In 2015, Cadbury 5Star launched 'The Good In Getting Lost' campaign, aimed at rekindling excitement in the brand. The new engaging TVC starring iconic-duo Ramesh & Suresh brought alive the unintentional good effects of getting lost in the flavors and textures of a 5Star.

Prashant Peres, Director – Marketing (Chocolates) at Mondelez India, commented: "5Star has been one of our strongest brands under the Indian portfolio and has consistently experimented and revamped itself. The 'Good In Getting Lost' campaign is set to renew the desirability of getting lost, rekindling excitement in the brand".

The Ramesh-Suresh duo was last seen in 2018. Despite being out of action, they still enjoy popularity amongst the masses and are fondly remembered.

Why It Matters: Lessons from Ramesh and Suresh

The success of the Ramesh and Suresh campaign offers several lessons for marketers and creatives.

Product Truth as Creative Foundation: Avasthi reflected on the campaign's success: "According to me, it began with having a phenomenal product. Five Star is a unique chocolate where one does get lost in its taste. Hence, the campaign managed to capture this whole sentiment of 'Jo Khaaye Kho Jaye' really well". The best advertising amplifies genuine product experiences rather than fabricating them.

Character Consistency: Prashant Peres noted: "Character-driven marketing has worked extremely well for the brand and hence the company plans to stick to the Ramesh-Suresh association going forward". In an age of constant change, there's value in consistency.

Simplicity Over Complexity: The campaigns featured no intellectual message, no satire, focused directly on the product concept, yet were so entertaining and catchy. Sometimes the most effective advertising is also the most straightforward.

Casting Against Type: They look very different from their on-screen avatars, especially minus the wig. So while Ramesh and Suresh will not escape your eye, you might pass Rana and Goldie on the street and not give them a second look. The transformation was part of the magic.

The Market Impact

Prashant Peres stated: "Ramesh-Suresh and the campaign helped 5 Star strengthen its edge over competitors by significantly increasing its scores on being 'youthful and innovative,' hitting the right spot with its target audience".

The numbers told the story. The brand's target segment has always been young Indian adults. Cadbury 5Star is an iconic youth brand which connects with youth through entertaining stories of Ramesh and Suresh getting 'lost in the taste of Cadbury 5Star'.

A Campaign for the Ages

In the end, "Pitaji Ki Patloon" and its spiritual successors succeeded because they understood something fundamental about human nature: we all need permission to zone out, to get lost, to take a break from the demands of daily life. In an era that increasingly glorifies constant productivity and hustle, Ramesh and Suresh offered a different message—it's okay to lose yourself, even if just for a few moments.

Their amnesia was temporary. Their mistakes were fixable. Their charm was permanent.

As Avasthi lightheartedly added: "Working with the sibling characters is always an amazing experience as they are two lunatic guys and they help create an amazing ambiance on the sets".

Twenty years after their creation, Ramesh and Suresh remain proof that great advertising doesn't need to be complicated. It needs to be honest, entertaining, and rooted in a genuine product truth. It needs characters we can relate to, humor that feels natural, and a message that resonates.

"Pitaji ki patloon ek bilang choti kardo."

One inch shorter became miles longer in terms of cultural impact. And somewhere, even now, someone is asking for the "Ramesh-Suresh wali chocolate," proving that when advertising gets it right, it doesn't just sell products—it becomes part of our shared story.