NEW DELHI: The fifth television commercial in the row of ‘Aaj Lee Kya’ campaign for the mini chewing gums brand ‘Chingles’ of Dharampal Satyapal Group 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 TVC for Chingles established under the flagship of Pass Pass is positioned as anecdote to seriousness and a brand full of life and laughter.
The “Aaj Le Kya” campaign is created by Dentsu Marcom Pvt. Ltd. The campaign embarks by releasing TVC followed by Digital, Radio, BTL activations & POP materials.
Commenting on the campaign, DS Group Sr GM marketing Rajeev Jain said, “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 characterized in the campaign bring wind of laughter with their unique appearances and innocent yet hilarious plots.”
He added, “Through this campaign, we are particularly targeting audience between 15 to 24 years and using 360 degree approach to promote the campaign.”
This time the Lee brothers redefine the good old trick to make the guy look like a fool in front of his love interest by a playful prank filled with cuteness and innocence. The film begins with a bright sunny day and Googlee is watering the plants in the garden calling out Julee’s name, who comes out to the balcony, followed by the two of them smiling at each other like modern day Romeo and Juliet. The Lee brothers mischievously watch the love birds and set the action by stepping on the hosepipe cutting down the water supply. When Googlee attempts to check the pipe for the water by looking and blowing into it, there is a sudden water supply into the pipe giving Googlee a big fall and leaves Julee laughing and mocking him. Thus, Unglee & Khujlee pull a fast one on the poor Googlee. The TVC implies the harmless fun, Chingles instigate in your life.
Creative Credits:
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
