After awarding the creative and digital duties for its newly launched confectionary brand Chingles, under the Pass Pass portfolio, to Dentsu Marcom, Dharampal Satyapal (DS) Group has chosen Lintas Initative Media as its media AoR. The duties have been awarded after a multi-agency pitch held in Delhi. A multi-media communications campaign is scheduled to begin by mid of May.
Confirming the development to exchange4media, Raghav Subramanian, COO, Lintas Initiative Media said, “We are excited to work with DS Group to launch a new brand in the confectionary market and capture the youth segment. Our strategy helped us win this very competitive pitch.”
Details on the size of the business could not be confirmed. However, in an interview with exchange4media earlier this month, Puesh Kumar, Director, DS Group had shared that the company plans to invest about Rs 25 crore to market Chingles.
Commenting on the reason behind awarding the duties to the agency, CK Sharma, Business Head (Mouth Freshener), DS Group said, “The presentation of Lintas Initiative Media reflected its entrepreneurial talent offering new ideas and strategy to capture our target audience and make an impact through electronic media.”
Chingles win comes close on the heels of Lintas Initiative Media winning media duties for Meritnation and Crazeal. This is the third win since the full service media and digital agency from Lintas Media Group launched in January this year.