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Tag: DS

  • Pulse launches a celebratory digital campaign on the Candy Day

    Pulse launches a celebratory digital campaign on the Candy Day

    Mumbai: DS Group’s Pass Pass Pulse has launched a stimulating digital campaign, “Pulse Candy Hunt,” marking Candy Day on 4 November. Leveraging an augmented reality approach, Pulse Candy Hunt allows users to enjoy a fun candy treasure hunt on Snapchat and Instagram.

    By switching on their rear camera’s lens or filter, the users need to look and spot different flavours of Pulse candy in their own 360-degree real-time environment and then tap the candy to bag it.

    The final score of bagged candies in 20 seconds can be discovered by switching to their front camera. As a bonus, a prompt urges the users to open the mouth and a Pulse candy drops in, triggering a Chatkara Pop sound effect and a visual experience of the tangy burst of Pulse candy, triggering a change in the player’s facial expression on the screen, like the widening of eyes and arching of eyebrows, followed by a celebratory bursting animation sequence behind and the final score showing at the bottom centre of the screen.

    Speaking on the launch, Dharampal Satyapal Foods general manager of marketing Arvind Kumar said, “We are thankful to our consumers for making Pulse a leader in the hard boiled candy segment for the last five years, and therefore, Candy Day is very special to us. We celebrate it with Pulse lovers by playing innovative fun games in a digital world full of Pulse candy, amusement, and rewards. AR reality with vibrant graphics, sounds, and personal surroundings stimulates consumer interaction. This is a unique integrated digital campaign on the popular social media platforms that resonate with our target group (TG).”

    To further increase traction and engagement on Instagram, a contest will be organised around this campaign, inviting people to share their entries in the form of Instagram reels for a chance to win amazing prizes. Nano, micro, and macro influencers like Ashi Singh, Ashnoor Kaur, and other digital content creators have been looped in for further amplification of the campaign.

  • Rajnigandha Pearls is Ready to Shine with Goodness, Yet Again, With Anushka Sharma

    Rajnigandha Pearls is Ready to Shine with Goodness, Yet Again, With Anushka Sharma

    MUMBAI: The leading Bollywood actress, Anushka Shama is the new brand ambassador for Rajnigandha Pearls, from the House of DS.  A firm belief in the quintessential inner goodness that outshines everything else has been the core of all brand communications for Rajnigandha Pearls. The philosophy of goodness has, in fact become an essential part of the brand’s identity and the latest television commercial is yet another piece of creative communication that reinstates this core belief. Like Rajnigandha Pearls, seeds of cardamom coated with silver and blended with Saffron hold within them the striking quality of refreshing instantaneously, the seeds of ‘achchai’ planted in the human heart, can make a world of difference in somebody’s life and outshine everything else.

    The plot revolves around a fashion show, where the gorgeous Anushka is the show-stopper. We see the dazzling Anushka walking on to the ramp along with two models. One of these two models confronts an awkward moment when her top unfastens, baring her back. Anushka promptly covers up the glitch by putting her hand on the back of the both the models, thus stopping an embarrassment to mar the situation. The story is all about how a simple act of goodness by Anushka, saves another model from the embarrassment of a wardrobe malfunction. Anushka’s natural graciousness thus outshines the glitz of a star-studded fashion show.

    Excited to be the new face for the brand, Anushka Sharma shared her thoughts as she said, “Rajnigandha Pearls believes in the philosophy that goodness can make this world a better place and I am happy to be associated with them as I strongly feel and practice the same.”

    Mr. Rajeev Jain, Vice President, Marketing, DSL said, “Conceptualized by Law & Kenneth Saatchi & Saatchi, this new TVC has a touching story, coupled with delightful execution. The philosophy of goodness has in fact, become an essential part of the brand’s identity. And the latest television commercial is yet another piece of creative communication that reinstates this core belief.  We are happy to associate with Anushka Sharma, who has surpassed her area of talent and has progressed to uphold philanthropic causes. With a quality to vouch for, Rajnigandha Pearls as a brand is driven by its belief in the innate power of goodness. The brand’s upcoming TVC also reflects the same conviction.”

    Talking about his experience of crafting this beautiful film, for Rajnigandha Pearls, Mr. Rishi Upadhyay, Creative Director, L&K Saatchi and Saatchi, quipped, “The brief given to us by the brand team was very clear- we had to enhance the brand message ‘Acchai ki ek alag chamak hoti hai’. The concept needed to be simple and impactful. This story is based on a small act of goodness done instinctively by Anushka that has a huge impact. The insight comes from how we react when we see someone in trouble. A person who is naturally kind hearted will automatically reach out to help, without a second thought.”