MUMBAI: DS Group has announced that it will launch a marketing campaign for herbal and natural mouth freshener Pass Pass Meetha Magic.
The new tagline of the product ‘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 and masti. A series of ads have been developed on topical issues, known celebrities and personalities, popularly known as ‘PASS PASS PANGA’.
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 capitalise on his 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’
DS Group president Ashok K. Aggarwal 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 Pass Pass is back with the new television commercials, once again with Shekhar Suman. 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 many initiatives being taken for the product. A host of below the line and ground level activities and consumer promotions and consumer contact programmes are being planned and will carry forward the concept of the mast duo- Shekhar Suman and Pass Pass.
