MUMBAI: 'Pass Pass' the herbal and natural mouth freshener has added one more variant to its range of fun mixes - “Pass Pass Meetha Magic”. The launch coincides with the release of a new Pass Pass commercial with Shekhar Suman. The new tagline ‘total natural total fun’ attempts to create the image of a fun brand in the consumer’s mindset.

A series of advertisements has been developed on topical issues related to known celebrities and personalities, popularly known as ‘Pass Pass Panga’. Dentsu has conceptualized the creative and executed the advertising campaign.

 
 
Speaking on the occasion, 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 re-launch, Pass Pass has been established as a brand that inspires togetherness and stands for ‘masti and fun’.”

With the aim of the taking the brand to the next level and to give it a facelift, the DS Group has signed the film & television celebrity Shekhar Suman as its brand ambassador.

Shekhar Suman according to Agarwal is a perfect brand fit as he fulfills the criteria as an absolute mirror image of the brand personality.

The two TVCs, Pass Pass ‘Big S’ and ‘Tabela’ are currently on air. The commercial showcases Shekhar taking ‘panga’ and creating a spoof with two of the biggest celebrities of the nation. The campaign would be on air till the next month.

 
 
Pass Pass is available in varied flavours, packed in flip tops, sachets and dining table packs.