Ad Campaigns
Chingles pulls up a prank, this time the ‘Tutti Frutti’ way
NEW DELHI: Dharampal Satyapal Group today announced the launch of a campaign for the new ‘Tutti-frutti’ flavour from Chingles.
The 30 second long TVC conceptualised by Dentsu Marcom 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?”
Dentsu Marcom NCD Titus Upputuru 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.”
DS Group marked its foray into the Rs 1600 crore gum category in 2011 with mini gums called ‘Chingles’. The new flavour ‘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.
Dharampal Satyapal marketing senior GM Rajeev Jain said, “At DS Group, we are committed to creating new and refreshing products and variants to provide innovative tastes to our customers. Our new flavour 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 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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
