Close on the heels of handling over the creative duties of two of its brands – PassPass and an upcoming chewing gum brand – to Dentsu Marcom, DS Groups is now on the lookout for creative partners for its ‘Mix-n-Drink’ range of products under its well-known F&B brand Catch. IBD India is currently handling the Catch portfolio for DG Group. The size of the business is estimated to be in the range of Rs 4-6 crore.
Though no official confirmation could be obtained at the time of filing this report, industry sources have confirmed the news to exchange4media. The sources informed that the company was considering rebranding the complete product portfolio under the Mix-n-Drink range and was in talks with a few agencies. It is also learnt that the agencies have been invited by the client itself for presentations.
It may be recalled the DS Group had launched three flavours – Aam Panna, Jaljeera and Nimbu Pani – in the Mix-n-Drink range during the summer of 2011. Available in sachets, the product is priced at Rs 3 for one serving and Rs 5 for two servings. Separate variants were also introduced in the Southern markets. The ‘Gut Gata Gut’ campaign was created by IDB India for the brand in May 2011.
Apart from Catch Mix-n-Drink, the Catch portfolio includes Catch Salt and Spices, Catch Beverages - Natural Spring Water, Flavored Spring Water, Club Soda, Tonic Water, Spring – Cola, Lemon and Orange and Catch Gold and Silver Foil.
For the record, Dharampal Satyapal Group (DS Group) is Rs 1,866 crore multi-diversified conglomerate with a strong presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry rubber thread and infrastructure. The Group has recently ventured into infrastructure with steel, cement and power.