MAM
Chingles Filz Gum teams up with Snapchat for interactive AR ‘Chewing Gum Day’ game
Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, announced a unique collaboration with Snapchat to celebrate Chewing Gum Day for Chingles Filz, a liquid-filled chewing gum. Leveraging Snapchat’s cutting-edge Augmented Reality (AR) lens technology, Chingles Filz Chewing Gum has created an interactive and immersive experience for its users.
The digital campaign #ChinglesChewingGumChallenge on the Snapchat platform aims to engage users by incorporating jaw-tracking technology into a gamified lens, providing an unprecedented and enjoyable chewing gum experience. To enhance user engagement, the AR gamification lens (which prominently showcases Chingles Filz Chewing Gum branding) will allow users to immerse themselves in a virtual gum-chewing practice, creating a real-life engaging experience. The lens offers a variety of thrilling challenges and games centred around the theme of chewing gum. This further provides an opportunity for users to engage in friendly competition with their friends and fellow Snapchatters, adding a competitive edge to the celebration. Users can effortlessly participate and challenge their gum-chewing Snapchat friends and followers, spreading the enjoyment and enthusiasm of Chewing Gum Day.
DS Foods Ltd (Confectionery) general manager Arvind Kumar expressed his enthusiasm for this collaboration saying, “‘Chingles Filz’ Chewing Gum is a brand known to be full of life and laughter that brings a smile to everyone’s face. We are confident this AR-driven campaign for Chingles Filz on Chewing Day will excite consumers and liven them up taking our consumer engagement to a whole new level, pushing boundaries, redefining consumer engagement, and creating memorable experiences. We look forward to seeing how this unique initiative resonates with the Chingles audience and adds a delightful twist to Chewing Gum Day celebrations.”
Key highlights of the Chingles Filz Chewing Gum Snapchat AR Lens for Chewing Gum Day:
Immersive Gameplay: Users can experience the joy of chewing gum in a playful and interactive way. The lens uses jaw-tracking technology to simulate the act of chewing gum, creating a lifelike and engaging experience.
Engaging Challenges: The lens offers exciting challenges and games related to chewing gum. Users can compete with friends and fellow Snapchatters, adding a competitive edge to the celebration.
Customised Chingles Filz Branding: The lens prominently features Chingles Filz Chewing Gum branding, reinforcing the brand’s association with the joy of chewing.
Shareable Moments: Users can easily share their chewing gum adventures with friends and followers on Snapchat, spreading the fun and excitement of Chewing Gum Day.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
