Dharampal Satyapal Group (DS Group) has chosen McCann Erickson as the creative partner for its flavoured pan masala brand Rajnigandha and Meetha Mazaa. The win comes after a multi-agency pitch that was initiated in January this year. While Rediffusion Y&R was handling the brand until a few years ago, of late, independent creative directors have been working on the communication activities for the brand.
DS Group officials have confirmed the development to exchange4media. Account size for the business is estimated to be substantial but exact figures could not be obtained at this time.
DS Group has been choosing new creative partners for most of its brands. The activity began with the group awarding creative duties for its mouth freshener Pass Pass and its new confectionary brand Chingles to Dentsu Marcom, which was closely followed by the group awarding creative duties for Catch Mix-n-Drink range to Publicis Ambience.