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Lintas Initiative Media bags DS Foods's media biz

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MUMBAI: Dharampal Satyapal Limited (DSL) has appointed Lintas Initiative Media as media agency for its recently launched chewing gum brand Chingles.

The account was won on the back of multi-agency pitch.

DSL made its foray into the confectionery market with the launch of Chingles few months ago. It has been launched under the Pass Pass brand with Pass Pass Chingles as the first offering.

Chingles? launch is being supported by a multi-media communications campaign that will start in mid-May.

Lintas Initiative Media COO Raghav Subramanian said, "We are excited to work with DS Group to launch a new brand in the gum market and capture the ever moving youth segment. We are happy as our strategy and might of buying won us this very competitive pitch."

DSL business head (mouth freshner) CK Sharma added, "Chingles is positioned as a ?prank? enabler to add excitement to the young consumer segment. The presentation of Lintas Initiative reflected their entrepreneurial talent offering new ideas and strategy to capture our target audience and make an impact in the electronic media."

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