Pass Pass Chingles Social Media Strategy To Create Buzz

4 Min Read. |

About DS Group
DS Group

Headquartered in Noida, Uttar Pradesh, Dharampal Satyapal Group was founded in year 1929. It is one of the leading players in Indian food and beverages industry. It has been pioneer in the Indian tobacco industry. It is the first company to introduce the nation’s first ever branded chewing tobacco BABA which became instantly famous in this category. They have also launched premium brands like Tulsi, Rajnigandha, Pass Pass, Chingles, Catch Spices & Beverages and established new categories. It is a rapidly growing multi-diversified conglomerate with a turnover of more than Rs. 6500 crore, has a strong presence in highly developed sectors such as F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro Forestry, Rubber Thread and Infrastructure.

Recently, they have entered into the candy segment and launched candy brand Pass Pass Pulse. It is one of the on-demand candies in the market and has crossed the mark of 100 crore within 8 months of launch by January, 2016.

Over the last eight decades, the company is committed towards creating premium quality products and has been associated with breakthrough innovations. The company has also entered into Dairy and Confectionery Segment to strengthen its presence in the F&B sector.

ChinglesAbout Pass Pass Chingles

Launched in 2011, Pass Pass Chingles is one of the Confectionery Segment of DS Group which is refreshing mini gums available in four Indian palate namely Nimbu, Saunf, Tutti Frutti and Mint. The brand has been positioned on the element of fun. The tagline of Pass Pass Chingles is “Aaj Lee Kya?” and its advertising strategy is an element of mischievous fun and togetherness. It proposes to poke people out of the seriousness to have fun and come closer.

Marketing Goals & Objectives

The company wanted to target the age group of 15-24 years old male and female across India. They wanted to extend the online presence of their brand and create buzz by playing pranks on social media platform with their target age group.

Marketing Campaign

Chingles personalised their campaign through both ATL (above the line) and BTL (below the line) activation across India to position their brand among the targeted age group. Through BTL activation they have carried out two campaigns in the major cities which involved human billboards attached to people. To promote the product the look walkers has been employed to carry the bag of different sample flavors of Chingles and to distribute among the audience and take feedback from them. Another activity was based on the theme of Bollywood. The strategy was to engage the consumers through pranks related to
popular Bollywood dialogues.

The campaigns has been carried out in different cities coChinglesvering all the major metro cities like Delhi, Pune, Lucknow, Coimbatore, Chennai, Nagpur, Kanpur etc.

The campaign through ATL communication spread through television, radio, digital and social networking sites. They have positioned their brand through different digital platform.

Product Advertising

Chingles strategy was to target the TG oriented sites and dedicated Chingles site for the product advertisement. They covered youth oriented sites of different genres for the product advertisement like Youtube, Yahoo, Zapak, Sify, Rediff, TOI, Daily Motion, My Play City, etc.

Social Networking

The strategy was to create online presence of Chingles among the TG and create buzz through the engagement on the page. To increase the engagement they carried out several prank based contents and contests.  They created the profile of their TV characters to come  and interact on FB page. They have also created an application called “Prankfactory” which allowed people to play virtual pranks on their friends using the Facebook platform.


Chingles created their Youtube channel and uploaded all the advertisements and BTL activities on the page to generate subscribers and for the public viewing of videos.

Mobile Advertising

They have created an application for the mobile download on Chingles contents like TV advertisements, Jokes, wallpapers etc.

Results Achieved

The brand was successfully ableChingles to create the engagement and buzz among their targeted audience. Through their innovative campaign customers engaged better with the brand, improving their online presence.

  • Chingles received 132,649,695 impression and 378,986 clicks during the product advertising.
  • More than 1.2 visitors visited Chingles website during the campaign.
  • Chingles got 104,875 fans on Facebook Chingles page.
  • Empowered Customers and tremendous positive social media buzz.
  • Chingles received 52,104 mobile download for Chingles content within 10 days across Delhi, Mumbai and Bangalore.


Digital marketing is a great platform for businesses to reach their target audience and create brand presence across the country by using different digital platforms. It is platform where a brand can engage with their customers to provide them better customer service. It helps brands to understand the requirement of their customers and to engage with them on different levels. It also helps businesses to come up with better strategies and promotion techniques the way it worked for the brand Pass Pass Chingles.

Image Credits: Chingles, Google
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