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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
