Dharampal Satyapal Group has rolled out a new campaign introducing ‘Tutti Frutti’ flavour of its Chingles brand of mini gum. Thecampaign conceptualised by Dentsu Marcom continues with the characters ‘Lee brothers’ and the tagline ‘Aaj Lee Kya?’ The TVC went on air on 20 March.
The film adopts a retro theme and uses a Bollywood song from yesteryears. The Lee brothers are at home, when their attention is drawn to a woman’s voice say ‘Woh aa gaya’ (He has come). Curious, they peer into the keyhole of their neighbour. A young woman in a dazzling pink costume sings ‘Dekho woh aa gaya’ while dancing around the house, indicating that someone special is about to arrive. After some lively song and dance, she opens the door and reveals to them that she was announcing the arrival of Chingles Tutti Frutti flavour, leaving them stumped.
Rajeev Jain, senior general manager, Marketing, Dharampal Satyapal, said, “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 smile on the viewer’s face.”
Titus Upputuru, national creative director, Dentsu Marcom, 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.”
Client: Dharampal Satyapal Group
Creative agency: Dentsu Marcom
National creative director (and film director): Titus Upputuru
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