MUMBAI: Dentsu Marcom has been awarded the creative mandate by the Dharampal Satyapal Group (DS Group) for its brand development.

DS Group manager marketing and senior manager marketing (FMCG) Manish Wadhwa confirmed the news.

This completes the alignment of creative and media duties for various branches of the DS Group viz. confectionery, mouth fresheners and food and beverages. Dentsu also handles the creatives for the company’s mouthfreshner brand Pass Pass and its new chewing gum brand Chingles.

McCann Erickson handles Meetha Mazaa and Rajnigandha, while Publicis Ambience takes care of Catch Mix-n-Drink while IBD India is the AoR for Catch Spices.

While Lintas Initiative Media is the media AoR for Chingles, the media duties for various other brands for DS Group are being handled by Purnima Advertising.

The DS Group is an approximately Rs 22 billion diversified conglomerate that has a presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure. The most recent forays of the group have been in the confectionery and dairy businesses.