MxMIndia

Tag: DS Group

  • Campaign conceptualised by VML

    New TVC launched for Pass Pass Pulse

    DS Group has launched a new TVC for Pass Pass Pulse, the hard-boiled candy. The brand’s foundational message, ‘Pran Jaaye Par Pulse Na Jaaye’, is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take centerstage. It is conceptualised by VML (earlier Wunderman Thompson (Delhi)).

    Commenting on the occasion, Arvind Kumar, General Manager, Marketing, DS Foods, DS Group, said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”

    Ådded VML’s Sundeep Sehgal: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining.”

  • Created by Titus Upputuru Company ad agency

    DS Group honours female farmers in film campaign

    By Our Staff

     

    On the occasion of the National Farmers’ Day, Dharampal Satyapal Group (DS Group) has launched a new film honouring the invaluable contribution of the female farmers in India. The stirring film was scripted by Grapes and brought to life by The Titus Upputuru Company.

     

    Commenting on the initiative, Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group said: “DS Group remains dedicated to championing initiatives that advocate the instrumental contributions of female farmers. As the nation celebrates the diligence and resilience of farmers on National Farmers Day, DS Group continues its commitment to raising awareness and fostering inclusivity within the agricultural sector. The #SaluteTheFarmHER initiative strives to showcase the diverse roles and expertise of women in farming, challenge stereotypes and portray an accurate representation of their vital role in the agricultural sector.”

     

  • Campaign is conceptualised by White Rivers Media

    DS Group unveils campaign for Candy Day

    By Our Staff

     

    Dharampal Satyapal Group (DS Group) is celebrating ‘Candy Day’ with the release of a new social media campaign for its brand, Pulse, under its existing annual property “Candy Day The Pulse Way.” The campaign is conceptualised by White Rivers Media.

     

    Commenting on this collaboration, Arvind Kumar, GM, Marketing DSFL, DS Group said: “We are elated to introduce yet another captivating and thoughtful campaign within our existing annual digital property, ‘Candy Day The Pulse Way’. Pulse Candy has continuously shown how committed it is to making Candy Day a remarkable and unforgettable event. This year, we highlighted the famous cities of India with the intention of uniting people around the globe and honouring the love that people have shown to Pulse over the years. Through this creative approach to celebrating ‘Candy Day The Pulse Way’, we aim to etch a lasting and treasured memory in the hearts of the consumers.”

     

  • For their dairy business

    DS Group appoints Atom Network as creative partner

    By Our Staff

     

    The Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, has appointed Atom network as creative partner for the dairy business.

     

    The current product line-up under the Ksheer brand includes an array of offerings such as Cow & Desi Ghee, Fresh Milk, Chaach, Masala Chaach, Dahi, Paneer, Sweets, Flavoured milk, Dairy Whitener, and Sweet Lassi.

     

    Welcoming the new agency on board, Rajeev Jain, Senior Vice President, Corporate Marketing at DS Group said: “It is an exciting time for the Dairy business and we seek to take the Ksheer and Ovino brands to the next level with breakthrough storytelling and creativity that will resonate with the consumers. Atom Network addressed the objective with its strategy and creativity, pairing an industry outlook with local cultural relevance, which is critical to our markets. We are excited to begin working together.”

     

    Added Abhik Santara, CEO of Atom Network: “We are happy to work with the DS Group and it’s a great opportunity for us to do some clutter breaking work for Ksheer and Ovino and we hope to fully utilize our credentials on FMCG brands to create sustained brand equity for both the brands.”

     

  • The film is conceptualised and created by Law & Kenneth Saatchi & Saatchi

    Anushka Sharma smiles for Rajnigandha Pearls

    By Our Staff

     

    Rajnigandha Pearls mouth fresheners, from the house of DS Group, has launched its new TVC. Featuring brand ambassador Anushka Sharma, the TVC takes forward the brand’s credo of ‘Achchai ki ek alag chamak hoti hai’. The film is conceptualised and created by Law & Kenneth Saatchi & Saatchi.

     

    Said Arvind Kumar, General Manager, Marketing, DS Confectionery Products: “The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product coated with shining silver. The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”

     

  • The TVCs have been conceptualised by J. Walter Thompson Company

    DS Group takes humorous rote for Pass Pass Pulse

    By A Correspondent

     

    Pass Pass Pulse, the candy from DS Group, has rolled out a set of three ad films promoting the product. This takes forward the ‘Pran jaaye par Pulse na jaaye’ narrative that was introduced with the release of the first TVC.

     

    The TVCs have been conceptualised by J Walter Thompson Company and the three commercials being released are titled, Astronaut, the Swing and the Bedroom. Each commercial showcases how the protagonists upon seeing a Pulse Candy in their proximity reach out to grab it, even in unfavorable situations.

     

    Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group, said: “The Pulse candy has retained number one position, second year in row due to its irresistible taste heightened by tangy twist. The communication of Pulse is hinged on the temptation to seize a Pulse candy, whatever the circumstances. This three film campaign also highlights the extend people go to get one in ‘Pran jaaye par Pulse na jaaye’, situations presented in comical and eccentric plots.’’

     

     

  • The tagline ‘PranJaaye Par Pulse Na Jaaye’ establishes the magnetic appeal of Pulse candy

    DS Group rolls out second film for Pulse candy

    By A Correspondent

     

    Pass Pass Pulse has rolled out its second TV commercial. The TVC has been conceptualised by J. Walter Thompson.

     

    Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group said:“Pass Pass Pulse has redefined the hard boiled candy space and it is our constant endeavour to strengthen the consumer base by increased product offerings and focused customer interface. This new TVC highlights the love that consumers have for Pulse candy and the temptation they offer or forego to get one. Through this high decibel campaign we intend to extend our consumer connect and also show gratitude to our customers, who made Pass Pass Pulse a roaring success; by offering a Paytm cashback scheme.’’

     

    Added Shujoy Dutta, Vice President & Executive Planning Director, J. Walter Thompson:“Our first commercial on Praanjaaye par Pulse najaye established the irrational love for Pulse. With the second ad we had to take the narrative further, into newer, masaledar, less life-threatening situations while keeping the quirky, craze for the brand alive.”

     

     

  • The TVC, conceptualised by L&K Saatchi & Saatchi weaves in unpredictable instances, shrouded in surprises and is narrated in anecdotes

    Rajnigandha Pearls radiates goodness in its latest TVC

    By A Correspondent

     

    Rajnigandha Pearls is set to roll out its new TVC with brand ambassador Priyanka Chopra.

     

    The TVC, conceptualised by L&K Saatchi & Saatchi, weaves in unpredictable instances, shrouded in surprises and is narrated in anecdotes.

     

    Said Rajeev Jain, Associate VP, Marketing, DS Group: “’Goodness inside, shines outside’ is an aphorism, fostered by Rajnigandha Pearls. Being the brand’s core essence, this inner goodness or achchai not only stands out in all our communication, but also goes into the making of Rajnigandha Pearls, a premium mouth freshener. In this thought-provoking campaign, we are highlighting  such acts of goodness. The TVC leaves a feel-good factor with a memorable message that reveals goodness in various little situations.”

     

    Added Sanjeev Gauba, Executive Vice President, L&K Saatchi & Saatchi: “Rajnigandha Pearls has been evolving as a brand. The tagline and the philosophy is “acchai” or kindness and we wanted to showcase it by depicting caring individuals going out of their way to help strangers. However, we wanted to bring out the message much more clearly by adding an element of surprise and zing to the commercial with unique stillomatic treatment.”

     

     

  • The tagline 'PranJaaye Par Pulse Na Jaaye' establishes the appeal of Pulse candy

    JWT works up a humorous tale for Pulse candy

    By A Correspondent

     

    Pass Pass Pulse, the candy from DS Group, has rolled out its first TV commercial with a tag line of ‘Pranjaaye par Pulse najaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy.

     

    The first TVC, conceptualised by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a Pulse Candy.

     

    Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group said, “Pass Pass Pulse has been a category disruptor and was an instant hit with the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy. With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.’’

     

    Said Shujoy Dutta, Vice President and Executive Planning Director, J. Walter Thompson Company:“It’s well-known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars – and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on the candy.”

     

    Speaking about the TV commercial, SundeepSehgal and Siddharth Prasad (Executive Creative Directors, J. Walter Thompson Company) said: “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keep Pulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that’s where the campaign idea came from.” Commenting on the line ‘PranJaaye, Par Pulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.”

     

  • The brand positioning stems from a universal insight that good habits are hard to keep

    Scarecrow develops new communication for DS Group’s dairy brand Ksheer

    By A Correspondent

     

    DS Group’s Ksheer, a premium dairy brand, launched a new campaign including a TVC with the tagline “Ek Acchi Aadat”. The new TVC strengthens the brand positioning of Ksheer as a good habit to instill. The TVC depicts the daily routine of a joint family  – be it sleeping in late, playing video games or doing too much of office work from home.

     

    The brand positioning stems from a universal insight that good habits are hard to keep — whether it’s cultivating habits like being on time or exercising regularly in our day-to-day lives; our ambitions may be high, but most of us don’t have the willpower to maintain the right habits.

     

    Using lighthearted storytelling, the ad establishes Ksheer as one habit that’s easy to keep, every day. “Ksheer, Ek Achhi Aadat”, the tagline reinforces how consuming healthy Ksheer products is a great habit to have and keep.

     

    The ad is heightened by its cast that includes Hrishitaa Bhatt, who is known for her acclaimed roles in Bollywood’ plays the homemaker, while Jugal Hansraj the ‘Masoom’ boy of bollywood plays her husband. Actor Nassar Abdulla also features, along with the stalwart Sujata Kumar. One of the role is played by veteran actress Late Sulbha Deshpande, who passed away shortly after the shoot. Bringing this star-studded cast together and telling a lively tale is ace director Pradeep Sarkar.

     

    Speaking about the Ksheer brand, Sunil Bansal, Business Head-Dairy, DS Group, said, “Milk and milk products are known for their health benefits. Children are always told that milk is good for them. We aim to put milk back in the daily routine of the Indian family as a great habit to follow – “Ek Achhi Aadat”.  The brand ‘Ksheer’ symbolizes the ocean of milk, which represents purity filled with lots of goodness that replenishes health and is a great daily habit to instill.”

     

    On the mischievous tonality of storytelling, Scarecrow’s Founder Director, Manish Bhatt adds, “We experimented with Mehra Family’s self-admissive-yet-sarcastic statements regarding their various habits, where we establish Ksheer Milk and Milk Product as an easy-to-keep habit in the backdrop many of their hard-to-keep good habits and not-so-good ones. We have used a storytelling approach where what has been said and what has been shown in the visuals is contradictory – to create intrigue, light humour, sarcasm and chemistry between the family members. Use of unusual casting in the film is intended to make the film noticeable and memorable in the clutter of FMCG communication on TV. We also added a song in the film ‘Achhai ko Zindagi se Lipatne Do’ to increase the Emotional Quotient and take-away factor of the film.”

     

  • Brand ambassador & Bollywood superstar Priyanka Chopra reinforces the tagline 'Achchai ki ek alag chamak hoti hai'

    Rajnigandha Silver Pearls unveils new TVC with ambassador Priyanka Chopra

    By A Correspondent

     

    Rajnigandha Silver Pearls, the popular mouth freshener brand from the multi-diversified conglomerate, Dharampal Satyapal Limited (DS Group) has launched its new TV ad campaign. Featuring the brand ambassador and Bollywood diva, Priyanka Chopra for the second time, the TVC takes forward and firmly re-establishes the brand’s core communication and philosophy: ‘Achchai ki ek alag chamak hoti hai’.

     

    In the new TV ad film, conceptualized and created by Dentsu Marcom, Priyanka Chopra is shown introspecting on her life and on what people say of her. She mulls over these things as she climbs down a majestic staircase in a grand hotel. The film ends with a simple, spontaneous act of goodness where she helps a hotel staff member. With this, she deduces what goodness is actually all about: ‘Not what people say about you, but what you do.’

     

    Rajeev Jain, Associate Vice President, DS Group said, “The brand story of Rajnigandha Silver Pearls is hinged on the tagline ‘Goodness that shines or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product enhanced by the shining silver coating.  The new campaign with the brand ambassador Priyanka Chopra also weaves a story around the same theme reinforcing the message; let the goodness of your heart shine forth, yet again. Leveraging on the success of the initial campaign and the growing product demand, this new integrated campaign is being launched on TV, Radio, Digital, Cinemas and in BTL space.”

     

    Titus Upputuru, National Creative Director, Dentsu Marcom, said, “This time, just like the previous campaign, we are carrying forward the same brand message of ”Dil bada to tu bada” through a shocking story that shows the brand face- Priyanka Chopra, indulge in a self-depreciating monologue, emphasizing that at the end of the day, it is only what you do that matters. Priyanka Chopra played a sport and criticized herself through the film”

     

    “People have opinions. Judgment is something none of us can avoid, even the biggest celebrities and stars can’t. Priyanka Chopra finds herself in the middle of such a thought, wondering why people misconstrue her. But then she rationalizes that as long as she is good in her actions, it doesn’t matter how people think or talk. Her belief is reinforced when she helps someone purely out of kindness,” added Vishal Mittal, Senior Creative Director, Dentsu Marcom.

     

  • The film shows people coming up with interesting excuses in order to avoid eating boring vegetables

    Everest Brand Solutions unveils new campaign for Catch

    By A Correspondent

     

    The DS Group has released a new campaign for their kitchen spices brand Catch. This is a continuation of the brand campaign themed ‘100 per cent Woman ka Match sirf Catch’ released in end 2013. The film has been conceptualized by Everest Brand Solutions.

     

    This communication extends the brand proposition of ‘100 per cent Indian woman ke masale – Catch masale’ to specific products/blends, more specifically, Catch Sabzi Masala.

     

    The film shows people coming up with interesting excuses in order to avoid eating boring vegetables. The reasons are spontaneous, funny and real. Vidya Balan advises the homemaker to use Catch Sabzi masala to cook the vegetables. As the brand endorser and friend of the Indian woman, she knows every trick in the book and turns the tables in the homemakers’ favor with Catch Sabzi Masala.

     

    O.P. Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “With the launch of our TVC for the new ‘Catch Sabzi Masala’ we have changed our ATL strategy from umbrella branding to product focused communication for the brand ‘Catch’. This new TVC is first in its series. The TVC relates and talks directly to the consumer and is conceptualized in a way so that a common man can relate to them. We are confident that the new Catch TVC is clutter breaking in category advertising, which is generally festivity driven or situation led, and will set new trend in this segment”.

     

    Naveen Saraswat, COO, Everest Brand Solutions, said: “This communication is a major step in furthering the strong connect of brand Catch with the contemporary Indian woman and reinforces the brand proposition – 100% Indian woman ka match, sirf Catch.”

     

    This film shall be supported by a complete 360-degree campaign including print ads, POS, outdoors, engagement plan. etc.