After launching its new confectionary brand – Chingles, DS Group has earmarked Rs 25 crore to market it with the help of numerous ATL and BTL activities. Puesh Kumar, Director, DS Group confirmed this development.
The brand proposition of the marketing strategy is based on the theory that people have become so serious about the business of living that they have forgotten to laugh at themselves. The campaign demonstrates that while a situation maybe deadly serious, it’s not beyond redemption. The brand is positioned as an antidote to seriousness, a ‘prank-enabler’, where poking fun in good spirit is a way of life.
Dentsu is the agency on board to take care of creative and digital initiatives. The creatives start with the tagline ‘Aaj Lee Kya’, meaning ‘have you taken someone’s trip today?’ The communication then promises to take all those who come into contact on a hilarious joy ride.
The communication is directed at a TG that comprises males and females in the age group of 15 to 30 years.
According to Titus Upputuru, NCD, Dentsu, the task for Chingles was to break the clutter with some refreshing work. From that point of view, they figured why not stand for pulling someone’s leg. “It comes naturally, and it is so effortless,” he said.
So, for April Fool's Day, they did a series of ads asking people why should there be just one ‘fun’ day? Narayan Devanathan, National Planning Head, Dentsu said, “The brand position of a prank-enabler was just waiting to be owned by Chingles.”
Multi-media campaign planned
Chingles will be supported by a multi-media communication campaign including a new television commercial. The brand will be promoted through various ATL and BTL activities. The TV campaign is under production.
TV is the key driver and the campaign will be brought to life on ground, digitally (on paid, owned and earned media) and on radio. It also includes various consumer promotional activities at retail level – in colleges and malls – to generate more excitement around the brand.
Digital activities on social media will form a major part of the campaign, as it’s an ideal medium not only from the category/TG perspective, but because ‘poking’ works well on social media platforms such as Facebook.
The launch phase of the BTL activities will be completed by June, after which phase two will commence and continue all year long.
BTL activities are currently taking place in metros and mini metros such as Nagpur, Pune, Chennai, Coimbatore, Noida, Ghaziabad, Sahibabad, Agra, Allahabad, Delhi, Gurgaon, Lucknow and Kanpur.