Campaign India Team
May 31, 2013

Pass Pass sings a togetherness tune

Watch the ad film created by Dentsu Marcom here

Pass Pass mouth freshner from the DS Group has launched a new commercial. The TVC which started airing on 27 May will be supported by radio advertising, social media, experiential and point of sale activities.

The new commercial shows people enjoying the simple joys of each others’ company, set to a jingle ‘Paas paas aao..’ (Get together) interspersed with a voice over. It starts with a young woman rolling down her car window to feel the sunshine. Covering scenic locations, the ad captures people of different age groups cherishing the company of loved ones. The films ends with people from different generations at an outdoor dinner. The voice at the end surmises, ‘Raho hamesha paas paas’.

Rajeev Jain, senior general manager, marketing, DS Group, said, “Pass Pass has built its equity from its ubiquity and has established itself as a brand that inspires togetherness and stands for ‘Human bonding and closeness’. The campaign also focuses on the message that ‘Pass Pass has become a part of the lives of many Indians’ as their favourite branded after-mint and it encourages people to come together, no matter what the age is. It also says that family is the new friend. Generation gap is now a gap too thin and is a myth in today’s world.”

On the film, Titus Upputuru, NCD, Dentsu Marcom, added, “The film celebrates human bonding. You don’t have to be young to enjoy intimate moments. The world seems to be drifting apart with technology pulling people into lives that are largely individual. Today people are caught with themselves, their own lives, more than ever before. Increasingly, people are spending time with gadgets like laptops, cellphones and their work lives. Facebook, Twitter, Whatsapp etc do bring people together but limits physical interaction. You can’t shake hands with a laptop or tickle a cellphone can you?”


Client: Dharampal Satyapal Ltd  

Creative agency: Dentsu Marcom Pvt Ltd

Account management: Sunita Prakash, Payal Dhawan

Planning: Narayan Devanathan, Rabia Sooch

National creative director: Titus Upputuru

Creative team: Jitendra Kaushik, Richa Mishra, Aazar Anis

Director (film): Shashanka Chaturvedi (Bob) 

Production house: Good Morning Films

Music: Anandh

Campaign India