Top Story


Home >> Advertising >> Article

DS Foods to rehaul Pass Pass brand image

Font Size   16
DS Foods to rehaul Pass Pass brand image

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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business