"Aaj lee kya?" asks campaign for new chewing gum brand Chingles

The chewing gum industry is currently estimated at Rs 1600 crores, with a growth rate of 25 per cent, and the DS Group is ready for its foray into the space with a new campaign for its brand Chingles.

On the communication task for the campaign given to Dentsu Marcom, the creative agency, CK Sharma, business head (mouth freshener), DS Group, explained, "In line with our strategy to have multiple drivers of growth, we have aimed at leveraging the strengths of our Pass Pass brand which has emerged as the largest selling mouth freshner in the category. Our objective was to extend the brand to another format but serving the same consumer need of mouth freshening. Through our entry into the confectionery market, we are trying to present unique flavours to meet the discerning tastes of the Indian consumer. Chingles is a multi-pellet chewing gum making it a consumer insight based product innovation (the insight came from focus group research that youngsters tend to break the gum to share it). The task for the agency was clearly to develop an integrated 360 degree communication campaign targeting the youth segment (18-25 year olds) and marking our entry into the confectionery segment. Specifically, the agency was to develop a clutter-breaking campaign to strike an emotional chord with the target audience and creating top of mind recall for the brand." The company hopes to garner a market share of 9 per cent in the first year.

The creative rendition for the "mini chewing gum" rides on the positioning "Aaj lee kya", and puns on the word "lee" to talk about the capers of a family of three brothers Unglee, Googlee and Khujlee.

Titus Upputuru, national creative director, Dentsu Marcom, said, "We had several ideas but none so exciting as the 'lee' idea. Execution wise, we just thought we'll make it as 'ajeebo gareeb' as it could be."

The campaign will explore various mediums. DS Group's Sharma said, "Keeping the preferences of the target segment in mind, the brand will be promoted through various ATL and BTL activities comprising of advertising on TV, radio, digital medium, social networking sites. On digital, we're leveraging the idea of 'pranks'. In addition, various consumer promotion activities in colleges, malls and at the marketplace, youth centric events, and innovative POPs at retail level are planned to generate excitement for the brand."

On whether the brand will stay with this thought for some time, Narayan Devanathan, national planning head, Dentsu Marcom, said, "Depends on how well it sticks in people's minds and hearts. Our bet is it will stick. And so will we with it."

Credits:
Client: Dharampal Satyapal Ltd
Creative agency: Dentsu Marcom
Account management: Sunita Prakash, 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
Media agency: Lintas Media Group