DS Group assigns creative duties of Rajnigandha, Meetha Mazaa to McCann
For the last two years, creative duties were being handled by independent consultants and creative agencies
BestMediaInfo Bureau | Delhi | April 25, 2012
Dharampal Satyapal Group, the Rs 2,000-crore diversified conglomerate, has assigned the creative duties of two of its brands in the mouth freshener category to McCann Erickson. To be handled out of McCann's Delhi office, the agency has been signed on a retainer basis with the budgeting being discussed currently, according to the official spokesperson.
The multi-agency pitch saw participation from DDB Mudra, Dentsu Marcom, JWT, Lowe Lintas, and Ogilvy India.
Rajnigandha, the tobacco-free premium pan masala, is the flagship brand of DS Group. Other brands in this category, apart from Meetha Mazaa, include Paas Paas and Baba Elaichi and Supari.
DS Group had recently assigned the creative duties of Chingles (chewing gum brand) and Paas Paas (all-natural mouth freshener brand) to Dentsu Marcom.
For the record, the group currently has interests in various sectors including F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure. The group has steel, cement and power in its infrastructure basket.
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