Chingles plays a new prank on the Lee brothers to introduce 'Tutti Frutti' flavour

The new campaign, created by Dentsu Marcom, turns the tables on the prankster Lee brothers by introducing a new character

BestMediaInfo Bureau | Delhi | March 24, 2014

Click on the image to watch the TVC.

Confectionary brand 'Chingles', from Dharampal Satyapal Group, has unveiled a campaign for the new 'Tutti-frutti' flavoured refreshing mini gums. The 30-second TVC is in line with the existing campaign of the brand and introduces the new flavour in a typical Chingles way – pulling a prank and asking “Aaj Lee Kya?”

DS Group marked its foray into the Rs 1,600-crore gum category in 2011 with mini gums called 'Chingles'. The new 'Tutti Frutti' flavour is also available in Re 1 sachet, Rs 5 zipper and Rs 10 Fliptop packs, just like the other existing Nimbu, Saunf and Mint flavours of Pass-Pass Chingles.

Rajeev Jain, Senior General Manager, Marketing, Dharampal Satyapal Ltd, said, “We are committed to creating new and refreshing products and variants to provide innovative tastes to our customers. Our new flavour Chingles 'TuttiFrutti' has been developed keeping the same in mind. 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 a smile on the viewer's face.”

Positioned as an antidote to seriousness, the 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 of the 70s which had heroines dressed up in dazzling costumes and living in lavish houses.

The film builds up the mystery of someone coming. LiLee, the new character, is shown singing 'Dekho Woh Aagaya!' and waiting for someone to arrive. This invites the curiosity and interest of the Lee brothers. They line up outside her door and try to peep in through the keyhole one by one, wondering who is coming. LiLee punctures their curiosity by suddenly opening the door and telling the brothers that it is the new Chingles flavor – TuttiFrutti - that has arrived, thus taking the trip of the Lee brothers!

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.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Creative Directors: Abhinav Karwal, Robbie Chhabra

Account Management: Sunita Prakash, Payal Dhawan, Dhruv Lavania

Planning: Narayan Devanathan, Rabia Sooch

Art Director: Sumit Vashisht

Copywriter: Robbie Chhabra

Production House: Chrome Films

Producer: Prafull Sharma

Info@BestMediaInfo.com

Info@BestMediaInfo.com