The DS Group, a Multi-Business Corporation and one of the FMCG conglomerates has collaborated with Grapes, an integrated marketing agency to execute a distinct digital campaign on its 93rd Founders’ Day.
To mark the 93rd Founders’ Day, the DS Group launched its first NFT, honoring 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 collectibles. 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.”
