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Rajnigandha Pan Masala scouts for creative agency

20-January-2012
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Rajnigandha Pan Masala scouts for creative agency

Close on the heels of handing over the creative duties of Catch Mix-n-Drink range to Publicis Ambience, Dharampal Satyapal Group (DS Group) is now on the lookout for creative partners for its flavoured pan masala brand Rajnigandha. While Rediffusion Y&R was handling the brand until a few years ago, of late, independent creative directors have been working on its communication activities.

Confirming the development to exchange4media, Bhavna Sood, Senior Vice President, Corporate Communication and PR, DS Group, said, “We have aggressive plans for brand Rajnigandha and are thus looking out for an agency which can partner with us in this growth phase. We have just initiated the process.”

Though the size of the business could not be ascertained at the time of filing this report, it is considered to be substantial.

It may be noted that the DS Group has been appointing creative partners for all its brands. It is also learnt that with keen focus on expanding in the food and beverage category, the group is looking at a turnover of Rs 2,000 crore by end of this year.

For the record, DS Group is a diversified business group with interest in food & beverage, hospitality, mouth fresheners, packaging, infrastructure and tobacco products, among others. Rajnigandha Pan Masala is the flagship brand of DS Group.

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