Dentsu Marcom creates pranks with 'Aaj Lee Kya' for Chingles

The five TV commercials were shot in Goa in a 400-year-old house, and focuses on the shenanigans of the crazy Lee family

Ananya Saha | Delhi | May 23, 2012

To promote its new mini gums 'Chingles', DS Group has launched its latest campaign 'Aaj Lee Kya'. The campaign is a call to the audience to break the monotony of their daily rut and infuse a little laughter and lightheartedness 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.

Conceptualised by Dentsu Marcom, the five campaigns are presented in a series of TV commercials. The first one introduces the 'Lee' family: a crazy household with triplet brothers, who are busy taking each other's case through harmless tricks and gags. Their names are UngLee, KhujLee and GoogLee, and each represents an expression commonly used to refer to taking someone's trip. The following four 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 of all three brothers. Apart from pulling pranks on each other, the three brothers constantly try to oust one another to get JuLee's attention and to destroy the chances of the other two.

“The agency was asked to develop an integrated 360-degree communication campaign targeting the youth segment and marking our entry into the confectionery segment.  Specifically, the agency was to develop a clutter-breaking campaign to strike an emotional chord with the target audience and creating top of mind recall for the brand,” said CK Sharma, Business Head, DS Group.

The durations of the TVCs are 50 seconds, 40 seconds, 35 seconds, 20 seconds and 15 seconds. The campaign broke in the third week of May and will continue for six weeks. The mediums that will be used include TV, radio, digital media, outdoor, on-ground BTL activities and print. TV, radio, digital and BTL will take up a major chunk of the media spend of approximately Rs 7 crore, according to DS Group.

“The task was to address youth in a language they understand, in a language that brings them closer and in a language that resonates with their lingo,” said Titus Upputuru, National Creative Director, Dentsu Marcom. “The commercials are fast-paced to almost gives 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 memorable.”

For the record, Dharampal Satyapal (DS) Group, the rapidly growing multi-diversified conglomerate with popular FMCG brands like Catch Salt & Spices,  Catch Natural Spring Water, beverages, Pass Pass and Rajnigandha, announced its foray into the confectionery market with the launch of 'Chingles' chewing gum.

The TVCs:

Credits:

Client: Dharampal Satyapal Group

Creative Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Account Management: Sunita Prakash, Dhruv Lavania

Planning: Narayan Devanathan, Rabia Sooch

Creative Director: Abhinav Karwal

Art Director: Sumit Vashisht

Copywriter: Titus Upputuru, Anish Nath, Kapil Rana

Film Director: Amit Sharma

Production house: Chrome Films

Ananya@BestMediaInfo.com

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