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Chingles brings back Lee Bros in 5th episode of ‘Aaj Lee Kya’ campaign

The rib-tickling series of five TVCs has been conceptualised by Dentsu Marcom

BestMediaInfo Bureau | Delhi | July 9, 2013

DS Group has just come out with its 5th TVC in the series of ‘Aaj Lee Kya’ campaign for its mini chewing gums brand ‘Chingles’. The company made its foray into the Rs 1,600-crore gum category with a rib-tickling series of five TVCs created by Dentsu Marcom.

Launched under its flagship brand ‘Pass Pass’, Chingles is positioned as an antidote to the seriousness that creeps into our lives as we grow up to become responsible adults. The Chingles TV campaign ‘Aaj Lee Kya’ is a call to the audience to break the monotony of their daily rut and infuse a little laughter and lightheartedness 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 first TVC introduced 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 represents 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 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.

In the fifth and latest TVC ‘Hosepipe’, on the lines of the famous quote ‘I solemnly swear that I am up to no good’, the Lee brothers follow the good old trick to make the guy look like a fool in front of his love interest by a playful prank filled with their cuteness and innocence. The film begins with a bright sunny day and Googlee watering the plants in the garden calling out Julee’s name who comes out in the balcony followed by the two of them smiling at each other like modern day Romeo and Juliet. But things can’t go that sane in the Lee brothers household, can they? Watch out for Unglee and Khujlee pulling a fast one on Googlee as Julee gets to enjoy the whole scene along with you all.

Titus Upputuru, National Creative Director, Dentsu Marcom, said, “The thing about pranks is anyone can do it and you don't need rocket science to poke someone. That's why Chingles asks ‘Aaj Lee Kya’ – a reminder almost to take someone's trip on a daily basis. Of course, the line is a nudge to go have Chingles too. This creative is another one in the series of Lee brothers’ escapades.”

The campaign will run for six weeks and has been made in 35, 25, 20 and 15-second edits. The mediums used are television, digital and radio.

The TVC:




Client: Dharampal Satyapal

Creative Agency: Dentsu Marcom

Account Management: Sunita Prakash, Payal Dhawan, 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: Amit Sharma

Production House: Chrome Films

Also read: DS Group creates a laugh riot to promote Chingles

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