DS Group plans marketing activities to promote Pass Pass Meetha Magic

Company Release

New Delhi, December 9

“Pass Pass Meetha Magic” the 100% herbal and natural mouth freshener has given new vibes in the mouth freshener segment enticing targets at all age groups. The new tagline ‘totally natural total fun’ tries to reinforce the image of a fun brand in the consumer’s mindset and the campaign reinstates the same feel with Fun & Masti. A series of advertisements has been developed on topical issues, known celebrities and personalities, popularly known as ‘PASS PASS PANGA’ the campaign tries to create excitement around the brand.

Early this year, Pass Pass had launched its new variant Meetha Magic and promoted it with the help of TVCs using the comedy King, Shekhar Suman, as the brand ambassador. The idea was to capitalize on his existing persona of fun and happiness and appropriate the same for the brand. The commercials have revolved around Shekhar Suman pulling a fast one on India’s biggest stars (Big B) and India’s most popular politician (Laloo) and had created a new language code – the ‘Pass Pass Pangas’

Mr. Ashok K. Aggarwal-President, DS Group said, “Pass Pass, the premium offering of the DS Group is a pioneering innovation in the branded mouth freshener category. It has become a benchmark in the mouth freshener category and is a leader, much ahead of the competition. With the launch of Pass Pass Metha Magic the brand has established itself as a brand that inspires togetherness and stands for ‘masti and fun’.”

Continuing in the same vein, from 1st Nov, Pass Pass is back again with new television commercial with Shekhar Suman. The new commercials takes the Pass Pass Panga theme even further. The Indian comedy King is shown taking more ‘pangas’ on some celebrated Indian and ‘Phoren’ personalities. And in fact, in the new series, the comedy star has not even spared himself – he actually pokes fun at his own inability to resist the temptation of Pass Pass Meetha Magic!. Leading advertising agency Dentsu has conceptualized and executed the campaign.

The new television commercials will be a part of the numerous initiatives being taken for this winner product. A host of BTL / ground level activities and consumer promotions and consumer contact programs are being planned and would carry the concept of the mast duo Shekhar Suman and Pass Pass forward.

Pass Pass is the story of a brand that created a new product category altogether. The nation’s first ever branded healthy assorted mix, Pass Pass offers the freshness of hand-picked quality dates, saunf (fennel), coconut, saffron, silver coated cardamom seed, coriander seeds, melon seeds, natural sweetener and herbs. With its fresh and crunchy feel it is the right mix for guilt free indulgence. Available in delightful flavours, packed in trendy flip tops, sachets and dining table packs, Pass Pass has today become a benchmark in the industry for new product creation. Launch of Pass Pass Meetha Magic has further reinforced the promise of fun for everyone.