MAM
Pass Pass mini gum Chingles launches five comic TVCs
NEW DELHI: Pass Pass Chingles mini chewing gums have come up with ‘Aaj Lee Kya’ which is a series of five television commercials created by Dentsu Marcom for the Dharampal Satyapal (DS) Group.
The campaign 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 tagline also works as a reminder to use the brand almost on a daily basis. In the communication, the product can be seen as a prank enabler. The TVCs show three brothers who run riot in the mini soap operas.
DS Group marks its foray into the Rs. 16 billion gum category with its new brand of mini gums called ‘Chingles’. Launched under its flagship brand ‘Pass Pass’, Chingles is positioned as an antidote to the seriousness that creeps into our lives as we grow up to become responsible adults.
The campaign ‘Aaj Lee Kya’ 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 tagline also works as a reminder to use the brand almost on a daily basis. In the communication the product can be seen as a prank enabler. The communication is presented in a series of TV commercials.
The first one introduces the ‘Lee’ family. It is about a crazy household with triplet brothers, who are always busy taking each other’s case through harmless tricks and gags. Their names – UngLee, KhujLee and GoogLee, each represent an expression commonly used to refer to taking someone’s trip.
The five TVCs are anecdotes of the three brothers playing pranks on each other. Another character that’s a part of this crazy set-up is JuLee, the neighbourhood damsel and the object of desire for all the three brothers. Apart from pulling pranks on each other, the three brothers are constantly trying to oust one another to get JuLee’s attention and to destroy the chances of the other if any.
The commercials are fast paced to almost give a Charlie Chaplinish feel; the retro execution, unique outfits and voices and innocently hilarious plots add to the frenzy of the films and make the campaign more memorable.
The Lee brothers return with yet another hilarious prank of theirs. This time the brothers KhujLee and GoogLee depict the proverb ‘Idle mind is a devil’s workshop’ in their classic style. The film opens on an ordinary day in the Lee household with UngLee lazing around with a book in his hands. But how could such peace last for long when there is a set of naughty siblings. There is sibling rivalry as KhujLee and GoogLee exploit to trick UngLee into leaving his quantum of solace only to fall prey to another clever prank of his brothers.
The films are 40 seconds, 30 seconds, 20 seconds and 15 seconds long, and are being launched next week to run for six weeks.
The account management is handled by Sunita Prakash and Dhruv Lavania with planning by Narayan Devanathan and Rabia Sooch. The National Creative Director is Titus Upputuru, Creative Director is Abhinav Karwal, Art Director is Sumit Vashisht and
copywriters are Titus Upputuru, Anish Nath, and Kapil Rana. The TVC has been directed by Amit Sharma for Chrome Films.
Digital
Google rolls out $15B AI, education and connectivity plan for India
AI tools for 11 million students, new subsea cables, and a national skilling push.
NEW DELHI: Google is backing its words with action. In a major push to future-proof the world’s most populous nation, Google DeepMind has partnered with the Indian government on a large-scale AI initiative.
Announced by CEO Sundar Pichai at the India AI Impact Summit, the deal is less of a gentle nudge and more of a full-throttle sprint into the digital age. Part of Google’s $15 billion commitment to South Asia, the plan aims to weave artificial intelligence into the very fabric of Indian daily life, from the deep ocean floor to the back of the classroom.
The most heart-warming slice of this digital pie is the focus on the next generation. Google is partnering with 10,000 Atal Tinkering Labs, effectively dropping high-tech AI tools into the laps of roughly 11 million students.
The goal? To introduce generative AI assistance in schools, ensuring that the homework of the future is powered by more than just caffeine and late-night panic.
While the kids are busy with AI in the classroom, Google is busy under the sea. The newly minted India-America Connect Initiative involves laying down serious hardware, specifically, new subsea cable routes.
These digital arteries will link India to Singapore, South Africa and Australia. By adding four more strategic fiber-optic routes connecting the U.S. to the Southern Hemisphere, Google is essentially building a “data superhighway” to ensure India’s AI capabilities don’t get stuck in traffic.
Knowing how to use a tool is just as important as owning it. To bridge the gap, Google is launching its most ambitious skilling program yet: the Google AI Professional Certificate. This program is designed to help the workforce master AI without needing a PhD in robotics.
With full-stack connectivity and a massive investment on the table, India isn’t just joining the AI race; it’s looking to set the pace.
