Chingles PrankBot

Objective:

Chingles Gums, a confectionery product from DS Group, a prominent FMCG conglomerate, aims to pioneer a groundbreaking initiative by harnessing AI technology to provide curated prank ideas to the audience, thereby solidifying Chingles' position in the prank zone while enhancing brand awareness, social media engagement, and customer loyalty.

Creative Idea:

The #ChinglesPrankBot Campaign was inspired by the rise of bots in today’s digital landscape, reshaping technology interactions. Unlike other bots focusing on efficiency, Chingles Gums launched India’s first AI Prankbot, powered by ChatGPT, accessible via Instagram DMs on @chinglesgums. With a simple “Hello,” users could unlock a range of personalised and harmless prank suggestions. Master-Lee, the bot, had endless prank ideas, from office mischief to festive fun, spreading laughter and joy.

The core aim was to offer tailored pranks fitting users' needs, connecting with them through Instagram, the go-to platform for relaxation. Chingles Gums introduced Master-Lee, inviting netizens to rediscover the joy of pranking.

Execution:

In the Pre-launch Phase, content generated anticipation for Master-Lee, the AI PrankBot, with teaser posts and behind-the-scenes sneak peeks, sparking curiosity and laying the groundwork for the campaign.

During the Launch Phase, the focus was on unveiling Master-Lee and its functionalities through an introductory video and mechanism posts, showcasing its personality and capabilities, along with clear instructions on how users could engage.

Transitioning into the Sustenance Phase, content included recommendation lists featuring various prank categories, inspiring continued interactions with Master-Lee and fostering community among prank enthusiasts. Popular micro-influencers were also involved, enacting Master-Lee's prank suggestions, entertaining the audience.

Results:

The campaign's success cemented Chingles Gums’ position as a brand championing fun and connection. This sparked memorable moments, genuine laughter, and a community united by the joy of harmless pranks.

Reach - 40 Mn+

Impressions - 43 Mn+

Post Engagements - 1.2 Mn+

Conversation with Prankbot - 35K+

Additionally, the campaign's impact reverberated through the media landscape, generating extensive coverage in 75 esteemed publishing houses like HT, The Print, Business Standard, Afaqs, Adgully, among others.