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DS Group partners with Grapes to launch its NFT on 93rd Founders’ Day

The NFT honours the visionary zeal and persevering ethos of its Founders, Lala Dharampal Ji and Satyapal ‘Sugandhi’

Multi-business corporation and FMCG conglomerate Dharampal Satyapal Group (DS Group) has collaborated with integrated marketing agency Grapes to execute a distinct digital campaign on its 93rd Founders’ Day. To mark the occasion, it launched its first NFT.

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Founded in 1929, the Group celebrated its 93rd Founders’ Day to commemorate an era of setting new benchmarks and conquering new territories.

DS Group’s NFT honours the visionary zeal and persevering ethos of its Founders, Lala Dharampal Ji and Satyapal ‘Sugandhi’. 

Titled “A Dream in a Million Metaphors”, both the team from Grapes and DS Group have worked together to create the masterpiece by leveraging Web 3.0 to bring to life the historical moments in its expanse via an experiential microsite, which portrays the non-fungible story of the Group.

Memorabilia of tribute to the Founders, this mosaic uses 93 images, each depicting an iota of the voyage the founders embarked upon. The idea has been conceptualised by the agency.

Rajeev Jain, Vice-President, Marketing at DS Group, said, “NFTs have become synonymous with digital collectables. On our 93rd Founders’ Day, we wanted to create a memento of our Founders in honour of what they have built. A truly Non-Fungible Tribute to their legacy, and that is how we conceptualised this idea.” 

Shradha Agarwal, Co-founder and CEO, Grapes, said, “The team at DS Group wanted to create memorabilia of tribute to the Founders in a distinctive manner. After a lot of deliberation, we finally discovered an innovative idea which represents their values and beliefs. The mosaic is conceived using curated 93 images, each of them marking a distinct moment in the DS Group’s journey.”

The DS Group is home to an array of verticals with brands like Rajnigandha, Catch, Pulse, Pass Pass, Tulsi, Rajnigandha Silver Pearls, Birthright, Baba, Ksheer and Nature’s Miracle amongst others, to marking its territory in luxury retail and hospitality with brands like, The Manu Maharani, Namah, Uncafe, Le Marche and L’Opera.



Client: DS Group

Team DS Group: Rajeev Jain, Abhishek Ranjan, Kashish Katyal, Suyasha Sawhney  

Agency: Grapes


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