'Chingles' Chewing Gum creates AI bot for prank recommendations

Dharampal Satyapal Group (DS Group), a multi-business corporation and a FMCG Conglomerate, has unveiled a digital campaign for its chewing gum, 'Chingles.’ This initiative, the ‘Chingles Prankbot’ digital campaign, has been created by Merely Digital and executed in collaboration with White Rivers Media (WRM).

The #ChinglesPrankbot campaign is set to debut on Instagram and subsequently on other social media platforms.

The campaign shows Master-Lee, the AI PrankBot designed to recommend harmless and amusing pranks. Master-Lee aims to create a space where individuals find joy in the simple things around them through unique pranks suggested by the bot. Utilising machine learning, the bot understands users' preferences and offers personalized prank ideas based on their inputs.

Announcing the campaign, Arvind Kumar, General Manager, DS Foods (Confectionery), said "At DS Group, innovation has always been at the core of our approach. With the introduction of the Chingles Prankbot campaign, we are not only providing fun and entertaining elements to our consumers but also establishing Chingles Gum as a trendsetter in the chewing gum category. Master-Lee, AI PrankBot, is a unique and exciting way for people to experience laughter and joy in their everyday lives. We believe this campaign will resonate with our existing customer base and attract new audiences seeking novel and enjoyable experiences in the digital realm."

Mitesh Kothari, Co-founder, and Chief Creative Officer of White Rivers Media commented on their radical association and said, "The quirky and exciting nature of the Chingles Gums’ Master-Lee campaign made it a great experience. This serves as a perfect and fresh example of how brands can maneuver the power of AI to connect with their consumers and create massive buzz online.”

The Prank Bot will be accessible to users through Chingles Instagram DMs, where they can seek prank-related suggestions, and the bot will respond based on their inputs. Users can share the Prank Bot's DM responses on their stories. Master-Lee will feature and rate the best prank attempts on the official page.

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