Dentsu creates madness for Chingles

28 Jan,2013

By A Correspondent


DS Group has marked its entry into the Rs 1,600 cr gum category with ‘Chingles’ mini-gums. Launched under its flagship brand ‘Pass Pass’, Chingles is positioned as an antidote to the seriousness of adult life.


The campaign ‘Aaj Lee Kya’, conceived by Dentsu Marcom, is a call to the audience to break the monotony of their daily rut and infuse a little laughter and light heartedness in their lives with some harmless pranks on friends, family and colleagues. The tagline also works as a reminder to use the brand almost on a daily basis. In the communication the product can be seen as a prank enabler.


The communication is presented in a series of TV commercials. The first one introduces the ‘Lee’ family. A crazy household with triplet brothers, who are always busy taking each other’s case through harmless tricks and gags. Their names, UngLee, KhujLee and GoogLee, each represent an expression commonly used to refer to taking someone’s trip.


The five TVCs are anecdotes of the three brothers playing pranks on each other. Another character that’s a part of this crazy set-up is JuLee, the neighbourhood damsel and the object of desire for all the three brothers. Apart from pulling pranks on each other, the three brothers are constantly trying to oust one another to get JuLee’s attention and to destroy the chances of the other if any.


The commercials are fast paced to almost give a Charlie Chaplinish feel; the retro execution, unique outfits and voices and innocently hilarious plots add to the frenzy of the films and make the campaign more memorable.


The Lee brothers return with yet another hilarious prank of theirs. This time the brothers KhujLee and GoogLee depict the proverb ‘Idle mind is a devil’s workshop’ in their classic style. The film opens on an ordinary day in the Lee household with UngLee lazing around with a book in his hands. But the peace doesn’t last long, as KhujLee and GoogLee exploit sibling rivalry to trick UngLee.



Campaign elements: TVC/ Print/ Digital/ Cinema/ Outdoor

Client: Dharampal Satyapal Ltd

Creative Agency: Dentsu Marcom Pvt Ltd

Account management: Sunita Prakash, Dhruv Lavania

Planning: Narayan Devanathan, Rabia Sooch

National Creative Director: Titus Upputuru

Creative Director: Abhinav Karwal

Art Director: Sumit Vashisht

Copywriter: Titus Upputuru, Anish Nath, Kapil Rana

Director (of the film): Amit Sharma

Production House: Chrome Films


Post a Comment 

Comments are closed.