DS Foods is putting the final touches to a series of youth-oriented promotional activities, much on the lines of colas, chocolates and other FMCGs targeted at the teenage consumer.
The first in the series is the Rs 14-lakh promotion to coincide with Valentine's Day, a much sought-after marketing tool used to the hilt by youth brands. The Rs 75-crore foods and beverages company of the DS Group has entered into an alliance with indiatimes.com and the promotion offers a `dream date' with celebrities. `Date-a-celeb', as the promotion is titled, enables `lucky dreamers' across five cities to date celebrities of their choice.
The forthcoming Valentine promotion is the first of its kind for the Pass Pass brand. The objective is to establish a strong association for the Pass Pass brand with the youth. Another objective of the exercise is to do away with the perception that Pass Pass was a tobacco-based product.
The company is also organising a series of on-ground activities associated with teenagers. The activities will involve promotions at pubs, schools and family entertainment centres at metros and mini metros.
Source: Business Line