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Tag: candy

  • Pulse recreates its outdoor campaign on TV to extend communication reach through in-content ads

    Pulse recreates its outdoor campaign on TV to extend communication reach through in-content ads

    Mumbai: DS Group’s popular candy brand Pass Pass Pulse has announced its partnership with Whisper Media to extend its communication reach by recreating its unique outdoor campaign on TV. The campaign showcases the brand’s three variants of the candy, which were integrated into the traffic signal posts in an innovative format.

    The campaign aims to deliver the idea through in-content advertising (ICA) on popular general entertainment channels.

    Pulse’s three most popular flavours, litchi, pineapple, and kachcha aam, are packaged in red, yellow, and green, respectively. Using the significance of these colours in the context of traffic signals, the brand created a seamless, never-before-seen outdoor campaign under the messaging “Pran Jaaye Par Pulse Na Jaaye.” 

    The brand wanted to bring the same magic to the TV audience in Hindi-speaking markets to expand its reach.

    Whisper ICAs are enabled to deliver brand communications in multiple formats, which brings the cross-media experience to the audience through the largest medium in the country—TV. Whisper Media has partnered with leading TV broadcasters Disney Star and Zee Network, across all their GEC platforms for HSM and regional, to bring forth this proposition.

    In-content advertising digitally embeds a brand message into the content at the post-production phase and elevates the brand from the usual advertising clutter. This enables a brand to deliver a campaign without the hassle of logistics and programming in an impactful manner. The ICA campaign was delivered on the leading GEC channel—Star Plus.

    Speaking on this recreation, DS Foods general manager-marketing Arvind Kumar said, “There’s nothing better than being able to replicate a campaign across different mediums which elevates recall among the target audience. We are glad to partner with Whisper Media to be able to seamlessly execute this unique campaign through in-content advertising.”

    Sharing the idea behind the campaign, Whisper Media head of ad sales-North & East Vikrant Dhawan said, “We are seeing some exciting times in the advertising world where tech is enabling brands to get the attention of the viewers. In this latest campaign, we managed to organically resonate with the offerings that the product has to offer. This showcases the media multiplier effect, enabling higher message recall for the campaign.”

  • Voot Select set to bring new series ‘Candy’ on 8 Sept

    Voot Select set to bring new series ‘Candy’ on 8 Sept

    Mumbai: Premium OTT platform Voot Select is all set to premiere its next original web series “Candy” on 8 September. The eight-part murder mystery features actors Richa Chadha and Ronit Roy in lead roles

    Directed by Ashish R Shukla and produced by Wakaoo Films, the show also has Manu Rishi Chadha, Gopal Datt Tiwari, Nakul Roshan Sahdev, and Riddhi Kumar in prominent roles.

    In the mists of Rudrakund, the gruesome murder of a school student pushes troubled teacher Jayant Parekh (Roy) and local cop Ratna Sankhawar to unravel a web of disturbing secrets that involve rave parties in the hills, cold cases from the past, malevolent demons in the woods and a hallucinogen smuggled under the garb of Candy. While one section of the society is petrified about the mystery killings and the rumors revolving around an evil force, the others try and solve the mystery behind the drug-infused candy sold to school kids. With infinite twists and turns, “Candy” is a thrilling journey through the world of dark secrets where sins dwell, shared the platform.

    “Ever since its launch, Voot Select has been synonymous with top-drawer storytelling. Candy, our latest original series, is yet another compelling story that audiences will be glued to, right till the very end. Candy marks the launch of our new content slate and we are excited to bring more high-quality entertainment to India,” said Viacom18, head – Voot Select, Voot Kids, and international business, Ferzad Palia.

    “Candy’s gripping storyline and top-drawer cast will ensure to keep our users at the edge of their seats. The thrill and excitement of the show will deliver top-notch entertainment as we look forward to creating more such stories that are compelling and meaningful,” added Voot and Voot Select, head – originals, Manjit Sachdev.

    “It was great directing a stellar and talented star cast for a show like Candy that is so intense and layered. Richa and Ronit have been fantastic and very collaborative. The show is intriguing, thrilling and will keep the audience hooked till the very end,” said director Ashish R Shukla.

  • No Pulse, no life: Candymaker resumes conversation with consumers

    No Pulse, no life: Candymaker resumes conversation with consumers

    NEW DELHI: DS Group-owned Pulse Candy was introduced in 2015 and it immediately became a rage – people couldn’t get enough of the super sour, piquant taste. On most occasions, consumers preferred to buy loose candies, but in this case they were keen on purchasing the entire box. The brand grew like an addiction, so much so that it ended up achieving Rs 100 crore sales in a matter of eight months. Since then, the launch of Pulse Candy has been known as one of the biggest success stories in the hard-boiled candy category, which is currently growing at a rate of 12-16 per cent. For the record, India’s overall candy category is around Rs 6,000 crore growing at a CAGR of six to nine per cent. The brand clocked sales of nearly Rs 300 crore in the first two years.

    The core idea behind the launch Pulse candy was that the makers identified a gap in the category. They found that kaccha aam was a preferred flavour among the audiences but traditionally it was consumed with spices to make it tangy. However, no other candy brand was offering this combination to the audiences and hence the brand decided to go for an innovation.

    The kaccha aam-flavoured candy initially grew on the back of word-of-the mouth campaign, and after a massive increase in demand, the brand launched its first major advertising campaign. The core positioning of the brand is ‘Praan Jaaye par Pulse Na Jaaye’ that aims to poke fun and make people laugh. Over the last three years, it has released several campaigns that show slapstick situations and brings a smile to consumers’ faces in less than 30 seconds.

    The initial campaign was aimed at reflecting the ‘irresistibility’ or the obsessive love people have for Pulse candy. The tag line kind of reflected that love and positioned the candy accordingly in the minds of the people.

    The candymaker’s last big splash was in early 2019 when it released two films Classroom and Dangal.

    After a gap of over a year, Pulse Candy has released a TV campaign. This time, the brand has done away with actors and is using stick figure characters in the spots. The campaign has been launched with two films, titled The Husband-Wife and Recycle Bin. The stick figures are named Wifey, Hubby, Sticky and Micky.

    Designed and conceptualised by Wunderman Thompson, the film aims to capture the extent to which the stick figures or the Pulse fans will go for the enticing taste of Pulse candy.

    The first one captures the banter between a husband and wife; the second one is altogether a different take between two stick figure friends pulling a fast one on each other inside a computer screen. The set-up of the second film also makes you slightly nostalgic as it takes you back to the early days of Microsoft Windows with a similar screen, Recycle Bin and VLC player icons (name changed to WLC in the film).

    DS Confectionary Products joint general manager- marketing Arvind Kumar said, “The brand must keep re-inventing execution themes to retain the excitement around the proposition of Pran Jaaye Par Pulse Na Jaaye. We have done some captivating campaigns in the past and the current campaign brings in a new and exciting style of content with stick figures, to fortify the alluring magnetism of Pulse in an amusing and entertaining way.”

    Wunderman Thompson executive creative director Sundeep Sehgal said, “Pulse stands for joy and uniqueness, the irresistibility of Pulse lends itself to this unique proposition. We wanted to make simple, short, and share-worthy stories and stick figures give an exciting take to our narrative.”

    The campaign is amplified on the social page of the brand that commands a million-member-strong community. The brand continues to engage with its audiences via social media platforms using moment marketing, contests, videos and content formats.

    Pulse Candy was initially launched as a test project in the states of Rajasthan and UP and after its success, the brand was expanded to pan-India. It has grown massively in the last four years on the back of a strong distribution network. DS Group has also taken Pulse beyond the Indian shores. The brand continues to sell it at a price point of Re 1. It competes with the likes of Parle and several other regional and national players. 

  • Pulse candy now comes in pineapple flavour

    Pulse candy now comes in pineapple flavour

    MUMBAI: The famous tangy, sweet Pulse candy is back in news, but this time for another flavour! DS Group has launched a new flavour ‘Pulse Pineapple’, further expanding its collection of the existing Pulse favourites of Kaccha Aam, Guava and Orange. Pineapple as a flavour and a fruit is diversely used and enjoyed across all age groups. The new candy will be available in a pillow pack at the cost of Re 1.

    DS Group vice president new product development Shashank Surana says, “Since the candy’s launch in 2015 with the Kaccha Aam flavour, we have been coming up with new popular and niche flavours. After guava and orange, Pulse pineapple is the latest variant in the candy basket and we anticipate a good response from our consumers”.

    The organised hard-boiled candy market is worth Rs 2650 crore in India and Pulse is the market leader with 12-13 per cent market share. Apart from India, the company has also started distributing Pulse to countries such as UAE, UK and South East Asian markets.

    Pulse Pineapple has received an encouraging response to the test marketing undertaken in key cities of the country in the last few months. The candy is being launched pan India leveraging on the company’s distribution network to reach out to the target group. The launch of pulse pineapple will be supported by activities like POSM and market sampling.

  • Beam appoints Vidyut arte managing director of india business

    Beam appoints Vidyut arte managing director of india business

    MUMBAI : Beam Inc. (NYSE: BEAM) today announced that Vidyut Arte, a veteran consumer goods leader with decades of experience in India and across Asia, will join the company as Managing Director of Beam India.  Arte, 51, joins Beam from Mondelez International, where he is currently Managing Director, Multi Category and Gum & Candy, South East Asia.  Over a 20-year career at Cadbury, now part of Mondelez, Arte served in roles of increasing responsibility, including leading sales and marketing for Cadbury India, leading the company’s business in China, and most recently, serving as Managing Director, Thailand, responsible for the combined Kraft and Cadbury business.  Arte’s appointment is effective December 2nd.

    “We are very excited that Vidyut is joining Beam to lead our India business, including our market-leading Teacher’s Scotch brand, into its next stage of growth,” said Arthur Aroney, Managing Director for Emerging Markets in Beam’s Asia Pacific/South America segment.  “Vidyut is a proven brand-builder, growth driver and inspirational leader.  His management, sales and marketing experience in India and across Asia will be incredibly valuable as he and our team execute our profitable growth strategy with the utmost passion, integrity and skill.”

    Arte succeeds Aroney, who has been managing the India business on an interim basis.  Arte is a graduate of Visvesvaraya National Institute of Technology in Nagpur, India, and earned his MBA at Jamnalal Bajaj Institute of Management Studies in Mumbai.  Arte and his family intend to relocate back to India from Thailand, where he is currently based.