Ad Campaigns
DS Group’s ‘Chingles’ gum elevates pranks with playful AI-bot, Master-Lee!
Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate, has unveiled a unique digital campaign for its popular chewing gum, ‘Chingles.’ This innovative initiative, the ‘Chingles Prankbot’ digital campaign, has been created by Merely Digital and executed in collaboration with White Rivers Media (WRM).
The #ChinglesPrankbot campaign, set to debut on Instagram and subsequently on other social media platforms, marks a pioneering move as Chingles Gums becomes the first chewing gum brand to introduce an AI-bot specialising in suggesting pranks.
The central idea behind the campaign is to rekindle the culture of pranks and gags, providing people with a light-hearted escape from stress. Meet Master-Lee, the AI PrankBot designed to recommend harmless and amusing pranks. Master-Lee aims to create a space where individuals find joy in the simple things around them through unique pranks suggested by the bot. Utilizing machine learning, the bot understands users’ preferences and offers personalized prank ideas based on their inputs. Master-Lee’s expertise lies in suggesting unexpected and impactful pranks, encouraging users to engage in laughter-filled moments with their family and friends.
Announcing the campaign, general manager, DS Foods Ltd (confectionery) Arvind Kumar said “At DS Group, innovation has always been at the core of our approach. With the introduction of the Chingles Prankbot campaign, we are not only providing fun and entertaining elements to our consumers but also establishing Chingles Gum as a trendsetter in the chewing gum category. Master-Lee, AI PrankBot, is a unique and exciting way for people to experience laughter and joy in their everyday lives. We believe this campaign will resonate with our existing customer base and attract new audiences seeking novel and enjoyable experiences in the digital realm.”
“The quirky and exciting nature of the Chingles Gums’ Master-Lee campaign made it a great experience. This serves as a perfect and fresh example of how brands can maneuver the power of AI to connect with their consumers and create massive buzz online” commented White Rivers Media co-founder and chief creative officer Mitesh Kothari on their radical association.
To create engagement with the users, the Prank Bot will be introduced, accessible to users through Chingles Instagram DMs, where they can seek prank-related suggestions, and the bot will respond in a fun and quirky manner based on their inputs. Users can share the Prank Bot’s DM responses on their stories. Master-Lee will feature and rate the best prank attempts on the official page, providing recognition and appreciation to participants.
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.
