Dharampal Satyapal Group (DS Group) has handed over the creative duties of Tulsi Saada to Dentsu Marcom. This comes close on the heels of the company handing over the creative duties of its flavoured pan masala brands Meetha Mazaa and Rajnigandha to McCann Erickson.
DS Group officials have confirmed the development to exchange4media. Account size for the business is said to be substantial but exact figures could not be obtained at the time of filing this report.
With this, the process of alignment of various brands under confectionary, mouth fresheners, and food and beverages categories of DS Group’s business with its respective creative and media agencies is completed. The process of pitching for all the brands started in December last year in New Delhi.
The company now has on board Dentsu Marcom to handle brands such as Pass Pass, Chingles and Tulsi Saada; McCann Erickson to handle Meetha Mazaa and Rajnigandha; Publicis Ambience to handle Catch Mix-n-Drink; and IBD India who has been the AoR for Catch Spices for quite some time.
Apart from the creative handover, DS Group also recently brought on board Lintas Initiative Media as the media AoR for its newly launched confectionary brand Chingles.
Besides Chingles, media duties for various other brands for DS Group are being handled by Purnima Advertising.
For the record, DS Group is an approximately Rs 2200 crore rapidly growing multi-diversified conglomerate that has a strong presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure. The most recent forays of the group have been in the confectionary and dairy businesses.