Chingles unveils campaign for new Tutti Frutti flavour

DS Group's Chingles Mini Gums has announced a new multimedia campaign to launch their new Tutti Frutti flavour. The campaign has been conceptualised by Dentsu Marcom and is in line with the brand's existing tongue-in-cheek campaign thought, "Aaj lee kya?"

Through this film, Chingles introduces a new character LiLee, apart from the three brothers UngLee, KhujLee and GoogLee. The setting is completely 70s Bollywood, where heroines were shown to live in exaggeratedly lavish homes and dress up in loud, dazzling clothes.

The film builds up the mystery of someone coming, to the background track of 'Dekho woh aa gaya!' LiLee looks like she's waiting for someone to turn up, which excites the Lee brothers. They wait outside her door trying to peep in through the key hole, trying to find out who LiLee is waiting for. She proves killjoy by opening the door and telling them that Chingles' new Tutti Frutti flavour has finally arrived. The Lee brothers look obviously crestfallen.

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Speaking about the campaign, Rajeev Jain, Senior General Manager, Marketing, DS Group said, "At DS Group, we are committed to creating new and refreshing products and 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."

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 - by pulling a prank. It was fun shooting the film."

Credits:

National Creative Director:Titus Upputuru

Agency: Dentsu Marcom

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