Chingles unveils campaign for new gum variety

21 Mar,2014

By a correspondent


Confectionary brand Chingles, from the house of Dharampal Satyapal Group has announced the launch of a new campaign for the ‘Tutti-frutti’ variety of the refreshing mini gums. The 30-sec long TVC is in line with the existing campaign of the brand and introduces the new flavour by pulling a prank and asking, “Aaj Lee Kya?”


The new flavor is also available in Rs. 1 sachet, Rs. 5 zipper and Rs 10 fliptop packs, just like the other existing Nimbu, Saunf and Mint flavours of Pass-Pass Chingles.


Speaking on the occasion, Mr. Rajeev Jain, Senior General Manager, Marketing, Dharampal Satyapal Ltd, said, “At DS Group, we are committed to creating new and refreshing products & variants to provide innovative tastes to our customers. Our new flavor Chingles ‘Tutti Frutti’ has been developed keeping the same in mind.”


He further added, “Chingles, has always been positioned as a lively brand that aims to bring friends and family together by playing fun filled pranks on each other to enliven their lives. The new TVC for ‘Chingles Tutti Frutti’ is packed with the same joy that will bring smile on the viewer’s face.”


Positioned as an antidote to seriousness, the new campaign introduces a new character LiLee who turns the tables on the Lee brothers- UngLee, KhujLee and GoogLee, by playing a prank on them. Created by Dentsu Marcom, the commercial is set to foot-tapping music and pays a tribute to the golden age of retro in the 70’s which had heroines dressed up in dazzling costumes and living in lavish houses.


Titus Upputuru, National Creative Director, Dentsu Marcom, and the director of the film said, “The idea was to announce a new flavour. However, since the new variant is a continuation of the legacy of the existing Chingles mini gums, we decided to do it the Chingles way– pull a prank. It was fun shooting the film.”


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