Lintas Initiative Media has bagged the media mandate for Dharampal Satyapal Limited's (DSL) foray into the confectionery market. The group had launched ‘Chingles’ chewing gum under the Pass Pass brand, with Pass Pass Chingles as the first offering. The new product launch is being supported by a multimedia communications campaign which will begin in May 2012. The agency informed that the business was won following a closely fought pitch process involving other agencies.
Raghav Subramanian, chief operating officer, Lintas Initiative Media, 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. Moreover, we are happy as our strategy and might of buying won us this very competitive pitch."
CK Sharma, business head (Mouth Freshner), DSL, 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.”