Dharampal Satyapal Group (DS Group) has awarded the creative mandate for its ‘Mix-n-Drink’ range under the F&B brand Catch to Publicis Ambience. The win comes on the back of a multi-agency pitch that was initiated about a month ago in New Delhi. The size of the business is estimated to be in the range of Rs 4-6 crore.
Though no official confirmation could be obtained at the time of filing this report, industry sources on condition of anonymity have confirmed the news to exchange4media. It may be recalled that exchange4media had reported in December 2011 that the group was scouting for a creative partner for Mix-n-Drink range after appointing agencies to handle the creative duties of two of its brands – PassPass and a new chewing gum brand to Dentsu Marcom. The agencies that took part in the pitch were called on an invitation basis.
It is learnt that the company is considering a rebranding of the complete product portfolio. DS Group had launched three flavours – Aam Panna, Jaljeera and Nimbu Pani – in the Mix-n-Drink range during the summer of 2011. Available in sachets, the product is priced at Rs 3 for one serving and Rs 5 for two servings. Separate variants were also introduced in the Southern markets.
Apart from Catch Mix-n-Drink, the Catch portfolio includes Catch Salt and Spices, Catch Beverages - Natural Spring Water, Flavored Spring Water, Club Soda, Tonic Water, Spring – Cola, Lemon and Orange and Catch Gold and Silver Foil.
Dharampal Satyapal Group (DS Group) is Rs 1,866 crore multi-diversified conglomerate with a strong presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry rubber thread and infrastructure. The Group has recently ventured into infrastructure with steel, cement and power.