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.
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
