MAM
DS Group celebrates 95 years with corporate film
Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and an FMCG conglomerate marks its 95th anniversary with the launch of a heart-warming corporate film. Founded in 1929, the DS Group has grown into a successful business story, blending a remarkable history and legacy with visionary growth. The film pays tribute to the enduring bond with consumers, capturing the essence of the Group’s diverse product portfolio, which spans food and beverages, confectionery, mouth fresheners, hospitality, agri-business, luxury retail, etc.
Directed and produced by The Titus Upputuru Company, the film features renowned Bollywood actor ‘Rahul Khanna’. The film opens with him walking along a long corridor, speaking directly to the camera, “Aapka aur hamara bahut hee lamba aur kareebi Rishta hai” (Our relationship has been long and intimate). This sets the tone for a series of heartwarming moments that showcase the deep connection DS Group’s products have fostered with consumers over the decades.
“We are thrilled to celebrate DS Group’s remarkable 95-year journey with this special film. Our unwavering commitment to quality and innovation has led to building a Group which is a house of brands today. This film is a heartfelt tribute to millions of loyal DS Group customers, reflecting countless shared moments and embodying our philosophy: Create What is Worth Creating,” said DS Group vice chairman, Rajiv Kumar.
“Creating yet another corporate film this year was a heartfelt journey, as we captured the deep connections and cherished moments that DS Group’s products have fostered with consumers over the years. Each scene is a celebration of the joy, comfort, and nostalgia that these products bring into people’s lives. It is an honour to bring to life the story of a brand that has touched so many hearts and continues to innovate with unwavering dedication,” said Titus.
In a series of beautifully crafted vignettes, the film presents various scenarios where DS Group’s products bring joy to people’s lives. For instance, a group of youngsters in a library, where a boy’s hidden Pulse candy sparks a playful commotion. A young man is seen cooking with Catch Garam Masala, sharing a tender moment with his mother via video call.
Celebratory moments include a classy wedding scene where a man enjoys Tulsi Royal Khajoor and a playful serenade where a boy refreshes with Pass Pass after being teased by a girl. Other scenes feature a lady in a limousine enjoying Silver Pearls before helping a stranger, a young man savoring Ksheer ghee on a parantha after a gym session, and a woman waking up to a surprise gift of LuvIt Chocolates with a birthday message.
Rahul Khanna’s voice-over enriches each scene, highlighting the joy brought by the individual brands. The film concludes with Khanna reminding viewers, “Agli baar jab aap ko koi cheez pasand aajaye, toh aap use palat ke dekhiyega…Zaroor hamara naam dikh jaayega.” (Next time when you enjoy something, make sure you take a look at the back of the pack. You will find our name there).
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
