Campaign India Team
Jul 05, 2013

Lee bros interrupt Googlee's love story in Chingles' next prank story

in fifth TVC of the 'Aaj lee kya' campaign

Dharampal Satyapal Group has rolled out its fifth TVC in its 'Aaj lee kya' campaign for its chewing gum brand, Chingles. Created by Dentsu Marcom, this film continues with the light hearted theme around the three ‘Lee’ brothers. 

This film shows Googlee calling out to his neighbour Julee while he's watering plants in the garden. Julee comes out to the balcony. The duo exchange flying kisses before Googlee's brothers Unglee and Khujlee step in to interrupt the love story, by stepping on the water pipe and stopping the supply. Upon release, the prank results in Googlee getting drenched, while Julee is in splits. The film ends with thepranksters celebrating and the brand message, ‘Aaj lee kya?’.

On the campaign, Titus Upputuru, national creative director, Dentsu Marcom, said, “This film is an extension of the campaign we started a year ago. The first TVC introduced the Lee brothers and it was about how they came into this world and how they are going to play pranks. From the second film onwards we started showing the pranks they played. This film shows Googlee trying to attract Julee’s attention, but the other two Lee brothers spoil his chances.”

“We have been thinking of showing simple prank that anyone can do through our films. We don’t want elaborate pranks, just a simple tool to crack up things. ‘Aaj lee kya’ works for the consumption of Chingles and also works as a prank enabling tool," he added.

Rajeev Jain, senior general manager, marketing, DS Group, added, “We realise the need of humour and fun in today’s debilitating lifestyle. Therefore, the campaign is inspired by the comic legend Charlie Chaplin and has a retro flavour to it, which is sure to tickle some funny bones. The Lee brothers characterised in the campaign bring wind of laughter with their unique appearances and innocent yet hilarious plots. Through this campaign, we are particularly targeting audience between 15 to 24 years and using 360-degree approach to promote the campaign."

The TVC will be supported by digital, radio and BTL. 


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 (of the film): Amit Sharma 

Production house: Chrome Films






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