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DS Food takes regional movie route to promote Pass Pass

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DS Food takes regional movie route to promote Pass Pass

After placing its mouth freshener brand Pass Pass in Subhash Ghai's Hindi film Yaadein a couple of months ago, DS Foods is now placing its bets on another film. This time the movie in question is regional, and is titled 123 (One Two Three). The film, scheduled for release in March next year, will be in three languages -- Tamil, Telugu and Kannada. The film is a family drama, and is based on the real life story of three brothers.

DS Foods is upbeat about the film, undeterred by the fact that Yaadein, despite being produced under one of the biggest Bollywood banners and a hot star cast, bombed at the box office.

According to the company, the treatment of the product will be the same as it was with Yaadein. ``Pass Pass will be woven into the film's story, and the brand will be an integral part of the movies' script and the protagonists' lives.''

This is the second film after Yaadein in which the Pass Pass brand has been placed. DS Foods is currently in talks with another Hindi film for in-movie placement.

Pass Pass, launched two years ago, is currently available in four variants -- original mint green, yellow, pan-flavoured red, and a spearmint flavoured blue variant.

A Rs 35-crore brand currently, DS Foods is projecting a growth of 25 per cent for Pass Pass in the current fiscal.


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