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Pass Pass and Catch to move away from Dentsu

By , agencyfaqs! | In Advertising | March 26, 2007
The DS Group, which owns the Pass Pass and Catch spice brands, is planning to call for a pitch


The DS Group's two-year & #BANNER1 & # association with Dentsu Marcom (DM) is coming to an end. agencyfaqs! learns from both the agency and the client that payment-related issues have put an end to the relationship.

A source at the DS Group says on condition of anonymity that though DM is still the official creative agency for Pass Pass and Catch, his company will soon be through with financial settlements and will call for a fresh pitch.

The collective size of the business for the two brands, which includes creative duties and media buying, is pegged at Rs 10 crore.

The account moved to DM from Mudra Communication in late 2004. At the time, the DS Group did not call for a pitch; the move took place because of interactions that took place between the agency and the client.

The media mix for the new communication will include TVC, radio, print, and outdoor. Pass Pass, a natural mouth freshener, is gearing up against brands such as Mentos and Center Fresh. In the past, it has used actor Shekhar Suman as brand ambassador. The theme of the communication has thus far been centred round fun.

The DS Group has plans to expand its Catch portfolio. Thus far, the brand has been identified only with salt and pepper variants. The Group intends to change this and create recall for its other spices as well. Catch is placed against brands such as MDH and Everest.

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