NEW DELHI: Pass Pass Chingles mini chewing gums have come up with ‘Aaj Lee Kya’ which is a series of five television commercials created by Dentsu Marcom for the Dharampal Satyapal (DS) Group.
The campaign is a call to the audience to break the monotony of their daily rut and infuse a little laughter and light heartedness 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 TVCs show three brothers who run riot in the mini soap operas.
DS Group marks its foray into the Rs. 16 billion gum category with its new brand of mini gums called ‘Chingles’. 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 campaign ‘Aaj Lee Kya’ is a call to the audience to break the monotony of their daily rut and infuse a little laughter and light heartedness 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 communication is presented in a series of TV commercials.
The first one introduces the ‘Lee’ family. It is about 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 represent 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 the 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.
The commercials are fast paced to almost give 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 more memorable.
The Lee brothers return with yet another hilarious prank of theirs. This time the brothers KhujLee and GoogLee depict the proverb ‘Idle mind is a devil’s workshop’ in their classic style. The film opens on an ordinary day in the Lee household with UngLee lazing around with a book in his hands. But how could such peace last for long when there is a set of naughty siblings. There is sibling rivalry as KhujLee and GoogLee exploit to trick UngLee into leaving his quantum of solace only to fall prey to another clever prank of his brothers.
The films are 40 seconds, 30 seconds, 20 seconds and 15 seconds long, and are being launched next week to run for six weeks.
The account management is handled by Sunita Prakash and Dhruv Lavania with planning by Narayan Devanathan and Rabia Sooch. The National Creative Director is Titus Upputuru, Creative Director is Abhinav Karwal, Art Director is Sumit Vashisht and
copywriters are Titus Upputuru, Anish Nath, and Kapil Rana. The TVC has been directed by Amit Sharma for Chrome Films.
