Launches TVC for their new Tutti-frutti flavour of Chingles, the refreshing mini gums
New Delhi, 19 March 2014: India’s leading confectionary brand ‘Chingles’, from the house of Dharampal Satyapal Group today announced the launch of a campaign for the new ‘Tutti-frutti’ flavour from Chingles, the refreshing mini gums. The 30 sec long 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. 1600 crore gum category in 2011 with mini gums called ‘CHINGLES’. The new flavor ‘Tutti Frutti’ is also available in Rs. 1 sachet, Rs. 5 zipper and Rs. 10 Fliptop packs, just like the other existing Nimbu, Saunf and Mint flavours of Pass-Pass Chingles.
Speaking on the occasion, Mr. Rajeev Jain, Senior General Manager, Marketing, Dharampal Satyapal Ltd, said, “At DS Group, we are committed to creating new and refreshing products & variants to provide innovative tastes to our customers. Our new flavor Chingles ‘Tutti Frutti’ has been developed keeping the same in mind.”
He further added, “‘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.”
Positioned as an antidote to seriousness, the new 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 in the 70’s 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 key hole 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 flavour, Tutti Frutti 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.”
National Creative Director: Titus Upputuru
Creative Director: 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