With the newly launched Pass Pass Chingles, the Rs.2200 crore worth Dharampal Satyapal (DS) group has now forayed into the Rs. 1,600 crore worth chewing gum market (According to a report here). The DS group already has FMCG brands such as Catch (salt and spices, natural spring water and beverages), Rajnigandha and Pass Pass which now has become the leading mouth freshener brand. With the addition of Chingles, the product is set to capture a bigger market. According to this article the market is dominated by Perfetti, which has Centre Fresh, bubble gum brand Big Babol and Centre Shock in its portfolio.
Not only is the campaign clutter-breaking through the quirky ad but the product positioning too is unique. The brand draws inspiration from its parent brand Pass Pass and comes in unique flavours such as lemon (nimbu) and fennel seeds (saunf) and mint. While only time can tell how the market would respond, this surely makes Chingles unique in the category. Most companies are facing a glass ceiling by having to restrict the price point at Re.1. By introducing products in multi-pellet packing, the ceiling might just break. The packaging is attractive and can be made available in a wide range of retail points; right from the road-side vendor to the hypermarket formats.
In the last few years, the bubble gum and chewing gum share in the market changed from 80:20 to 65:35 which according to this report is because gum consumption is no more perceived as being a kid’s pastime alone. It is slowly but steadily evolving into an adult category. Chewing gum which earlier marginally competed with the bubble gum category now has become a main stream competition. The factors that will determine players in ranking the leading position and riding the chewing gum market’s 30% per annum growth tide will be –Distinct product positioning, product innovations and clever campaigns. Chingles has got this formula right in their launch campaign. While ATL & BTL campaigns will undoubtedly follow, what is more important is that clever consumer engagement campaigns with focus on retail communication are prima focus.
Rating: The campaign delivers the bang that the product launch deserves. With the growing market potential, this should follow with even bigger campaigns.