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Indian Television, 17 Aug 2022

DS Group partners with Grapes to launch its first NFT on 93rd Founders’ day

The DS Group (Dharampal Satyapal Group), a Multi-Business Corporation and one of the leading FMCG (Fast Moving Consumer Goods) conglomerates has collaborated with Grapes, an integrated marketing agency to execute a distinct digital campaign on its 93rd Founders’ Day.

Founded in 1929, the Group celebrates its 93rd Founders’ Day to commemorate an era of setting new benchmarks and conquering new territories. To mark the auspicious occasion, the DS Group launched its first NFT, honouring the visionary zeal and persevering ethos of its Founders, Lala Dharampal Ji and Shri Satyapal ‘Sugandhi’.

Titled “A Dream in a Million Metaphors”, both the team from Grapes and DS Group have worked together to create the masterpiece by leveraging Web 3.0 to bring to life the historical moments in its expanse via an experiential microsite, which portrays the non-fungible story of the Group. Memorabilia of tribute to the Founders, this distinct mosaic uses 93 images, each depicting an iota of the voyage the founders embarked upon. The idea has been conceptualized by the agency.

Commenting on the campaign, Rajeev Jain, Vice President, Marketing at DS Group, said, “NFTs have become synonymous with digital collectables. On our 93rd Founders’ Day, we wanted to create a memento of our Founders in honour of what they have built. A truly Non-Fungible Tribute to their legacy, and that is how we conceptualized this idea.”

Talking about the partnership, Shradha Agarwal, Co-founder & CEO, Grapes, said, “The team at DS Group wanted to create memorabilia of tribute to the Founders in a distinctive manner. After a lot of deliberation, we finally discovered an innovative idea which represents their values and beliefs. The mosaic is conceived using curated 93 images, each of them marking a distinct moment in the DS Group’s journey.”

Lala Dharampal Ji, hailing from the agrarian roots of Karnal laid the foundation of the entrepreneurial journey with a modest perfumery shop in Old Delhi’s charming Chandni Chowk. Following his footsteps, his son Shri Satyapal ‘Sugandhi’ nurtured the penchant for business and shaped the Group into what we know it as today.

Home to an array of verticals with some of India’s favourite brands like Rajnigandha, Catch, Pulse, Pass Pass, Tulsi, Rajnigandha Silver Pearls, Birthright, BABA, Ksheer and Nature’s Miracle amongst others, to marking its territory in luxury retail and hospitality with brands like, The Manu Maharani, Namah, Uncafe, Le Marche and L’Opera, the DS Group strives for excellence with ethics and values, creating magnum opus with sheer humility.