Chingles, the new chewing gum offering from the confectionery portfolio of Pass Pass, a DS Group brand, has rolled out several below-the-line (BTL) activations across India to create hype and grab attention.
Puesh Kumar, director, DS Group says, "The DS Group has forayed into the growing confectionery business to expand its footprint in the food space. For the business, it is an extension of our product line where we can leverage the depth of our retail network."
The medium was also used to spread the message in busy markets and malls in various cities such as Chennai and Coimbatore in the initial test marketing stages.
In another canter activity based on the theme of Bollywood, the consumer is engaged through pranks related to popular Bollywood dialogues. In this activation, a participant is given a Bollywood dialogue and asked to make it more hilarious, with funny lines added to it. Also, people are asked to play pranks on each other with the fun toys provided by the promoters. The canter activations are being carried out in association with Radio Mirchi, Concept & Solutions event services and Impact Communication.
The activations are being carried out in metros and mini-metros. After covering Nagpur, Pune, Chennai, Coimbatore, Noida, Ghaziabad, Sahibabad, Agra and Allahabad, currently, the activations are going on in Delhi, Gurgaon, Lucknow and Kanpur.
The BTL activities kicked off in December, along with test marketing exercises. These will continue in a phased manner around the year. The on-going activation is the first phase and will continue till June. The second phase will commence shortly after and will continue through the year.
The communication strategy targets the 'seriousness' of relationships amongst today's youth and encourages them to lighten up by playing a prank on friends every now and then. The product is targeted at the age group of 15-24 years.
The activations are supported by above-the-line (ATL) communication spread across television, radio, digital and social networking sites.