Dentsu Marcom re-enters DS Group

The agency has won the account for the mouth-freshener brand PassPass, as well as that of an upcoming chewing gum brand.

Dentsu Marcom has won the creative duties for two brands from the Dharampal Satyapal Group (DS Group) stable - the mouth-freshener brand PassPass, and an upcoming chewing gum brand, which marks the entry of the group into the confectionery category. The agency won the business via a multi-agency pitch that saw participation from other agencies such as Law & Kenneth, Euro RSCG, and Publicis.

The size of the account, however, could not be obtained at the time of filing this report.

C K Sharma, business head, Dharampal Satyapal Group, says, "Keeping in line with our strategy of developing multiple drivers of growth within the FMCG sector, we have identified chewing gum as the first product to venture into the confectionery category. We invited agencies to partner with us to develop the portfolio and the complete architecture for the brands. The thematic and clutter-breaking approach demonstrated by Dentsu Marcom overwhelmed us."

The agency will work towards creating a high decibel 360 campaign for the launch of the new brand, as well as for PassPass.

Hiroshi Omata, chief operating officer, Dentsu Marcom, remarks, "As we begin our journey together with a strong client-support team, our priority is to execute the integrated brand launch idea flawlessly and take it through seamlessly across multiple mediums. Our solution is structured to keep the brand idea fresh, and ensure consumer-elation at every touch point to create a 'what's next' kind of anticipation from the brand."

In 2004, Dentsu Marcom won the creative duties for the Catch Spices business and PassPass from Mudra. In 2007, the agency lost both businesses after the DS Group decided to go in for a multi-agency pitch. However, the Group did not, at the time, arrive at any decision and handled the brands in-house, until it called for a pitch once again this year.

For the record, the DS Group is a corporate conglomerate, with a presence across sectors such as FMCG (food category), hospitality, rubber, packaging, and agriculture among others. The company, known for Rajnigandha Premium Pan Masala, introduced the brand in 1983. In 1987, it forayed into the food and beverage category with the launch of Catch Salt and Pepper sprinklers. In 1999, it launched Catch Natural Spring Water, and introduced the mouth-freshener brand PassPass the same year to the Indian market.