The world will soon get taller, as everyone is pulling legs!

Advertising breaks will become a delightful welcome break soon. As the funny bone in all of us gets tickled by three brothers who run riot in the mini soap operas with the DS Group’s latest campaign for their new mini gums.  And, we feel somewhere Bruce Lee will be having hiccups.

DS Group marks its foray into the Rs. 1600 cr gum category with its new brand of mini gums called ‘CHINGLES’. Launched under its flagship brand ‘PASS PASS’, Chingles is positioned as an antidote to the seriousness that creeps into our lives as we grow up to become responsible adults.

The campaign ‘Aaj Lee Kya’ 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 tagline also works as a reminder to use the brand almost on a daily basis. In the communication the product can be seen as a prank enabler.

The campaign consisting of 5 TVCs has been created by Dentsu Marcom.

The communication is presented in a series of TV commercials. The first one introduces the ‘Lee’ family. A crazy household with triplet brothers, who are always busy taking each other’s case through harmless tricks and gags. Their names – UngLee, KhujLee and GoogLee, each represent an expression commonly used to refer to taking someone’s trip.

The five TVCs are anecdotes of the three brothers playing pranks on each other. Another character that’s a part of this crazy set-up is JuLee, the neighbourhood damsel and the object of desire for all the three brothers. Apart from pulling pranks on each other, the three brothers are constantly trying to oust one another to get JuLee’s attention and to destroy the chances of the other if any.

The commercials are fast paced to almost give a Charlie Chaplinish feel; the retro execution, unique outfits and voices and innocently hilarious plots add to the frenzy of the films and make the campaign more memorable.


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