MAM
New Chingles TVC does a googlee to create laughter
NEW DELHI: The fifth television commercial in the row of ‘Aaj Lee Kya’ campaign for the mini chewing gums brand ‘Chingles’ of Dharampal Satyapal Group is a call to the audience to break the monotony of their daily rut and infuse a little laughter and light-heartedness in their lives with some harmless pranks on friends, family and colleagues.
The TVC for Chingles established under the flagship of Pass Pass is positioned as anecdote to seriousness and a brand full of life and laughter.
The “Aaj Le Kya” campaign is created by Dentsu Marcom Pvt. Ltd. The campaign embarks by releasing TVC followed by Digital, Radio, BTL activations & POP materials.
Commenting on the campaign, DS Group Sr GM marketing Rajeev Jain said, “We realise the need of humour and fun in today’s debilitating lifestyle. Therefore, the campaign is inspired by the comic legend Charlie-Chaplin and has a retro flavour to it, which is sure to tickle some funny bones. The Lee brothers characterized in the campaign bring wind of laughter with their unique appearances and innocent yet hilarious plots.”
He added, “Through this campaign, we are particularly targeting audience between 15 to 24 years and using 360 degree approach to promote the campaign.”
This time the Lee brothers redefine the good old trick to make the guy look like a fool in front of his love interest by a playful prank filled with cuteness and innocence. The film begins with a bright sunny day and Googlee is watering the plants in the garden calling out Julee’s name, who comes out to the balcony, followed by the two of them smiling at each other like modern day Romeo and Juliet. The Lee brothers mischievously watch the love birds and set the action by stepping on the hosepipe cutting down the water supply. When Googlee attempts to check the pipe for the water by looking and blowing into it, there is a sudden water supply into the pipe giving Googlee a big fall and leaves Julee laughing and mocking him. Thus, Unglee & Khujlee pull a fast one on the poor Googlee. The TVC implies the harmless fun, Chingles instigate in your life.
Creative Credits:
Creative Agency: Dentsu Marcom
Account Management: Sunita Prakash, Payal Dhawan, Dhruv Lavania
Planning: Narayan Devanathan, Rabia Sooch
National Creative Director: Titus Upputuru
Creative Director: Abhinav Karwal
Art Director: Sumit Vashisht
Copywriter: Titus Upputuru, Anish Nath, Kapil Rana
Director (of the film): Amit Sharma
Production House: Chrome Films
MAM
Print ad space grows 21 per cent in 2025 over 2021, TAM AdEx reveals
Auto sector leads with 16 per cent share, sales promotions reach 33 per cent amid festive surges in print medium.
MUMBAI: Don’t write off print just yet, it’s inking a remarkable resurgence, splashing a 21 per cent surge in ad space per publication in 2025 compared to 2021, with a cheeky 2 peer cent nudge over 2024, as per TAM AdEx’s fresh insights into the paper chase. In a world gone digital, print proved its staying power, clocking steady consolidation after earlier leaps, think 19 per cent up in 2024 from 2021 levels. Quarterly vibes? Q3 and Q4 stole the show, dishing out 13 per cent more ad space per publication than a sluggish Q1, perhaps thanks to those cosy winter reads or blockbuster events.
Sectors-wise, the auto crowd revved to the front with a commanding 16 per cent slice of total ad space, tailed by services at 15 per cent and education at 14 per cent. Banking/finance/investment grabbed 11 per cent, retail 8 per cent, personal accessories 7 per cent, food & beverages 4 per cent, durables 3 per cent, personal healthcare 3 per cent, and corporate/brand image 2 per cent, with the ragtag “others” mopping up 15 per cent. The top 10 sectors hogged a whopping 85 per cent of the ink, and notably, the first eight including personal accessories and durables held their spots steady from 2024.
Zooming into categories (over 665 in play), cars zoomed ahead with 9 per cent share, properties/real estates at 6 per cent, two wheelers matching that 6 per cent, multiple courses 5 per cent, retail outlets-jewellers 5 per cent, hospital/clinics 4 per cent, retail outlets-electronics/durables 3 per cent, coaching/competitive exam centres 3 per cent, schools 2 per cent, and retail outlets-clothing/textiles/fashion 2 per cent. The rest? A sprawling 55 per cent. Education claimed three spots, auto and services two each, retail two, all adding up to 45 per cent for the top 10.
Advertisers (219K plus strong) saw Maruti Suzuki India cruising at pole position, followed by Hero Motocorp, Reliance Retail, Tata Motors, TVS Motor Company, Samsung India Electronics, LIC of India, Honda Motorcycle & Scooter India, Titan Company, and Bajaj Auto, the latter leaping from 29th in 2024 to 10th. Together, they splashed 13 per cent of ad space.
Brands? Over 179K jostled, but Maruti Car Range led the pack, with Smart Bazaar, Allen Career Inst, Bajaj Pulsar Range, Samsung Galaxy S25 Ultra, Hyundai Car Range, Vishal Mega Mart, Veena World Travels, Honda Activa Range, and Maruti Suzuki Victoris trailing. The top 10 claimed 5 per cent, five from auto, and five fresh faces shaking up from 2024.
Growth stories sparkled, Over 320 categories bloomed positively, cars accelerating 26 per cent, branded jewellery glittering 60 per cent, multiple courses 11 per cent, retail outlets-jewellers 9 per cent, properties/real estates 7 per cent, mutual funds 52 per cent, retail outlets-departmental stores 25 per cent, FMCG products range exploding 3.1 times, schools 13 per cent, and ecom-online shopping 42 per cent, a mix of steady climbs and explosive jumps over 2024.
Exclusives added flair, 72K plus advertisers and 95K plus brands went print-only in 2025 vs 2024, topped by West Bengal Industrial Devp Corp and Samsung Galaxy S25 Ultra respectively, with gems like Oravel Stays, Navi Mumbai International Airport, and Mahindra Electric Car joining the solo act.
Innovations kept it fresh: Masthead integration led at 0.2 per cent share, augmented reality 0.1 per cent, figured outline 0.1 per cent, French window 0.1 per cent, print format inv 0.1 per cent, top five nabbing 0.6 per cent, plus 36 more quirks at 0.32 per cent. Teasers, bookmarks, seamless jackets, and figure outlines exemplified the creative twists grabbing eyeballs.
Ad positions? Jacket-full page ruled with 32 per cent, full page (np) 29 per cent, half page-horizontal (np) 21 per cent, solus 9 per cent, half page-vertical (np) 2 per cent, over 8800 brands favouring jackets, Samsung Galaxy S25 Ultra topping that list.
Promotions punched hard, Sales promo ads snagged 33 per cent of space, multiple promotions dominating 51 per cent, discount 38 per cent, add-on 4 per cent, contest 2 per cent, volume 2 per cent, others 3 per cent, top two gobbling 88 per cent.
Festive fever? Deepavali dazzled with 41 per cent, Navratri/Durga Puja 17 per cent, Christmas/New Year 10 per cent, Independence Day 9 per cent, Republic Day 6 per cent holidays proving print’s party trick.
All stats exclude house ads, measured in Col*Cms, a snapshot that shows print’s not fading, it’s just turning the page with clever flair.
