Faced with stagnating sales of its mouth freshner brand Pass Pass, DS Foods Ltd, the food & beverage arm of the Rs 600 crore DS Group, is going for an image rehaul of the brand. The exercise in terms of brand communication and marketing strategy will be done through its newly appointed advertising agency Mudra Communications.
Apart from expanding its customer base, the company plans to relaunch Pass Pass on a wider canvas where instead of being limited to a mouth freshner alone, it would tap the larger oral gratifier category estimated at Rs 2,000 crore. The company has identified women and children as growth areas for the brand.
According to company sources the launch pad will be traditional products in a modern offering. Research is already on and the company is looking at diversifications in to new categories like mukhvas, churan, supari, mixes, aam papad etc which is a large market but dominated by unorganised players.
As part of its communication strategy, the company would focus on in-film placements in a big way and is now looking at regional movies as well.