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Tag: Pulse Candy

  • Pulse Candy rolls out AI-powered tribute to Rath Yatra with ‘Pulse of India’ campaign

    Pulse Candy rolls out AI-powered tribute to Rath Yatra with ‘Pulse of India’ campaign

    MUMBAI: Pulse Candy, the tongue-tingling treat from the house of DS Group, has unwrapped another tech-led cultural offering — this time paying homage to one of India’s most iconic festivals. With ‘Jagannath Rath Yatra – The Pulse of India’, the brand launches an AI-crafted campaign that brings alive the devotion, mythology, and massive spectacle of the sacred Puri chariot festival.

    Running from 25 June to 2 July across Meta, YouTube, and X, the campaign’s centrepiece is a richly visualised film that reimagines the celestial tale of Lord Krishna’s transformation into Lord Jagannath and the mystique of Daru Brahma. The AI-powered storytelling gives the centuries-old spiritual saga a contemporary, cinematic sheen — perfect for today’s scroll-happy viewer.

    The build-up includes a “Did You Know?” trivia blitz across platforms, serving up festival nuggets and mythological morsels to spark curiosity and cultural chatter.

    This campaign follows the brand’s previous AI-led forays into Mahakumbh and Ganesh Chaturthi, cementing Pulse’s position as more than just a candy — but a curator of India’s cultural soul.

    Speaking about the campaign, DS Group senior general manager, marketing, confectionery, Arvind Kumar said, “Pulse is more than just a candy. It is a reflection of India’s culture and spirit. Through this campaign, DS Group’s Pulse Candy is not only honouring the cultural heartbeat of Odisha but also bringing it alive for a new generation through the power of AI storytelling. The Rath Yatra is a traditional spectacle and we’re proud to be celebrating it in a way that connects tradition with technology.”

    Launched in 2015, Pulse has ruled the hard-boiled candy category for nearly a decade. And with every marketing innovation, it proves it knows not just what tickles the tongue — but also what moves the heart.

    From flavour bombs to festival feels, Pulse continues to be, quite literally, the Pulse of India.

  • Pulse Candy brings AI-powered Ganesh Mahotsav to iconic Maharashtra pandals

    Pulse Candy brings AI-powered Ganesh Mahotsav to iconic Maharashtra pandals

    Mumbai: Pulse Candy, a leading hard-boiled candy brand from DS Group, launches Pulse Ganesh Mahotsav, a celebration blending the spirit of Ganesh Chaturthi with AI technology. The campaign combines iconic pandals across Maharashtra with an innovative digital experience, allowing devotees to visualise their version of Ganesha.

    Pulse Candy collaborates with renowned pandals, including Lalbaugcha Raja in Mumbai, Tulsi Bagh Mandal in Pune, Nashikcha Raja, Yaadgar Ganesh Pandal in Aurangabad, and Mecosabagh Servajanik Ganesh Utsav Mandal in Nagpur. To enhance the festival experience, the brand introduces the concept “Meri Bhakti Mere Bappa”, using AI to bring devotees’ imagined visualisations of Ganesha to life.

    Visitors to these pandals can interact with AI technology through tablets, describing their vision of Ganesha. The system generates personalised images of the deity, subtly incorporating Pulse candy, which is then projected onto large screens for all to see.

    DSFL’s marketing GM, Arvind Kumar said: “Maharashtra is a key market for our hard-boiled candy business, with the Pulse Ganesh Mahotsav, we aim to resonate with the young audience, ensuring that the brand remains both relevant and cherished. By blending tradition with technology, the Pulse Ganesh Mahotsav allows us to connect with the youth and the community at large, offering them a memorable experience that resonates with the spirit of the festival. Through this initiative, we aim to celebrate the diversity of choices and the vibrancy of devotion, much like our Pulse candy flavours.”

    To expand this initiative, Pulse launched a contest on social media and an AI microsite. Users can create their own AI-generated Ganesha images, share them on social media or WhatsApp, and win exciting prizes. This ensures that the festive spirit reaches devotees nationwide, even those unable to visit the pandals.

  • DS Group’s Pulse Candy was recognised by IIMA as a case study in marketing excellence

    DS Group’s Pulse Candy was recognised by IIMA as a case study in marketing excellence

    Mumbai: Being a leader in the hard-boiled candy segment for the last eight years, Pulse Candy has captured millions of consumers’ taste buds. The IIMA case study examines the marketing strategies and strategic decisions that fueled Pulse Candy’s rise to prominence. It looks at how DS Group identified market needs, developed a unique product, and navigated various challenges to achieve success.

    “We are deeply honoured by IIM Ahmedabad’s recognition of Pulse Candy as a case study,” said DS Group vice chairman Rajiv Kumar. “This acknowledgement highlights our team’s dedication and the product’s significant impact on the market. Our continuous focus on innovation and dedication to deliver what the consumer wants is what has helped us flourish and remain relevant since the last 95 years. We hope this case study serves as an inspiration to future marketers and entrepreneurs.”

    IIM Ahmedabad prof Sanjay Verma said, “The inclusion of Pulse Candy in our case study series underscores the remarkable intersection of innovation and strategic acumen. Pulse Candy’s journey from a bold market entry to industry leadership is a testament to the power of creative marketing and strategic vision. This case study not only highlights DS Group’s ability to identify and capitalize on market opportunities but also provides invaluable insights for future business leaders. It is a compelling example of Culture Marketing and how well-executed strategies can redefine market dynamics and achieve unprecedented success.”

    This three-part case study examines DS Group’s strategic entry into the competitive hard-boiled candy market. The FMCG giant’s transition into a sector dominated by established national and international players is explored in detail. The study analyzes the identified market opportunity and DS Group’s approach to product differentiation. It provides a comprehensive overview of market size, growth, segmentation, key competitors, and distribution channels.

    The launch of Pulse Candy is the second part of the series and is highlighted as a turning point in the case study. By identifying a consumer preference for tangy raw mango, DS Group created a unique, premium candy. This innovative product, with its distinctive taste and packaging, rapidly gained popularity, surpassing competitors to become the market leader.

    Pulse Candy’s success is further examined in terms of marketing strategies and challenges in the third series. Pulse Candy achieved Rs 1 billion in sales in eight months through BTL, digital, and influencer marketing. Despite counterfeits, copycats, and shortages, DS Group’s strategies maintained market dominance.

  • DS Group’s Pulse Candy partners with MOMS Outdoor

    DS Group’s Pulse Candy partners with MOMS Outdoor

    Mumbai: On World Compliment Day, Pulse Candy, a leading hard-boiled candy brand owned by the DS Group, launched a heartfelt outdoor campaign honouring the local heroes. Executed and implemented by MOMS Outdoor, a unit of Madison World, the ‘Pulse of Compliments’ campaign adopted a people-centric approach that extended compliments to individuals whose selfless actions serve as the foundation of communities.

    A number of billboards were displayed featuring the late Trilochan Singh Ji (Founder of Veerji Ka Dera), Raji Ashok Ji (Chennai’s beloved ‘Auto Akka’), Aditya Kumar Ji (aka ‘Cycle Wale Guruji’), Anoop Khanna Ji (Founder of Dadi Ki Rasoi), Prince Mehra Ji (known as ‘Birdman’) and Ravi Shankar Ji (Founder of Roti Bank) in their respective cities such as Delhi, Chennai, Lucknow, Noida, Chandigarh and Bihar. With this Pulse Candy campaign on ‘World Compliment Day’, DS Group aimed to highlight these unsung heroes and their deeds that eloquently convey the true essence of humanity and their exceptional spirit to go above and besyond for the greater good. In addition to the audience on the street, this gesture not only attracted the attention of the internet, but also of other brands, igniting a ripple of praise and banter.

    DS Group General Manager – Marketing, DS Foods Arvind Kumar commented, “Having celebrated World Compliment Day four years in a row, this time, Pass Pass Pulse is approaching it differently by directing focus towards individuals who exemplify selflessness. By harnessing the unique power of compliments, we aim to acknowledge the exceptional contributions of these remarkable individuals. It brings us immense joy to see them receiving the recognition they truly deserve.”

    MOMS Outdoor CEO Jayesh Yagnik also commented, “We at MOMS are very proud to be part of this extremely thought-provoking campaign in honour of society’s noble souls who are the true torchbearers of humankind in this age and time. We were delighted to strategize and execute such an ambitious outdoor campaign for DS Group.”

  • DS Group’s Pulse redefines Candy Day with #CandyDayThePulseWay

    DS Group’s Pulse redefines Candy Day with #CandyDayThePulseWay

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate is celebrating ‘Candy Day’ with the release of a new social media campaign for its brand, Pulse, under its existing annual property “Candy Day The Pulse Way.”

    Conceptualized by White Rivers Media, the campaign aims to create a lasting impression while enticing consumers to savor the irresistible flavor of Pulse Candy. Setting a new benchmark in creative visual intelligence in advertising, the campaign aims to celebrate Candy Day by showcasing the essence of Pulse Candy and inspiring people to indulge in its tangy delights. The #PulseCandyDay campaign will take its consumers on a visual journey through India’s iconic landmarks. A series of stunning static posts will showcase larger-than-life Pulse Candy integrated into renowned cityscapes, such as India Gate in Delhi, Chhatrapati Shivaji Terminus in Mumbai, Howrah Bridge in Kolkata, Charminar in Hyderabad, the Statue of Unity in Gujarat, and Amer Fort in Jaipur. This creative and visually engaging approach intends to convey that the tanginess of Pulse Candy has already “Taken Over” the nation, leaving a lasting imprint on our collective memory. The campaign aims to continue spreading this tanginess across the nation, inviting people to celebrate #CandyDayThePulseWay. In addition to these visual delights, an interactive contest has been rolled out for its customers, allowing everyone to join in the #CandyDayThePulseWay celebrations.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pulse (@passpass_pulse)

     

    Commenting on this collaboration, DS Group GM, Marketing DSFL Arvind Kumar expressed, “We are elated to introduce yet another captivating and thoughtful campaign within our existing annual digital property, ‘Candy Day The Pulse Way’. Pulse Candy has continuously shown how committed it is to making Candy Day a remarkable and unforgettable event. This year, we highlighted the famous cities of India with the intention of uniting people around the globe and honoring the love that people have shown to Pulse over the years. Through this creative approach to celebrating ‘Candy Day The Pulse Way’, we aim to etch a lasting and treasured memory in the hearts of the consumers.”

    Candy Day, a day dedicated to cherishing sweet moments and spreading happiness, resonates with everyone, and there’s no better way to do that than with Pulse Candy. Known for its signature Tangy Twist, Pulse Candy never fails to bring a smile and a sense of wonder to people’s faces.

    White Rivers Media co-founder and CCO Mitesh Kothari stated, “In collaboration with Pulse, we’ve woven the threads of realism and artistic innovation, as we bring candy-themed wonders to the iconic Indian landmarks integrating sweetness into the heart of our cultural heritage.”

    This Candy Day don’t miss out on the opportunity to drench yourself in the tangy flavor of Pulse Candy and celebrate #CandyDayThePulseWay. Join Pulse Candy on 4 November as they celebrate “Candy Day The Pulse Way” and invite you to share the joy and tanginess with the nation.

  • 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.

  • DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

    DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

    Mumbai: DS Group’s popular candy brand Pass Pass Pulse has launched an exciting campaign “Pulse Ka Pandal” to bring festivities from across the country on the digital platform this Navratri.

    The festive revellers can enjoy the Ram Leela in the North, the famous Dandiya in the West, and Durga Pujo in the East through virtual pandals set up on the online map to thoroughly enjoy the nine nights of festivities in a one-of-a-kind empirical bonanza.

    Using innovation to fuel their digital marketing campaigns, “Pulse Ka Pandal” is a content-tech integrated campaign that will stream live the virtual pandals of the Ram Leela from the Lav Kush Mela in Red Fort, New Delhi; Garba Raas from the Karnavati Club in Ahmedabad, Gujarat; and Durga Puja from the Samajh Sevi, Rasbihari, Kolkata. People from all over the country would be able to see the live feed of these locations on the online maps.

    The brand will amplify the online campaign by bringing in local influencers to promote and boost the campaign at a regional level. In order to involve the audience further, various fun engagement activities like contests, puzzles, quizzes, etc. will be active at each of these locations on the online maps. Audiences can participate in these contests and win amazing online gift vouchers.

    Speaking on the occasion, Dharampal Satyapal Foods general manager Arvind Kumar said, “India is a treasure trove of festivals and Sharad Navratri brings alive the festive spirits in the believers. The entire country celebrates Navratri and Dussehra in diverse traditions. “Pulse Ka Pandal” will converge the traditions from various states on a single platform, whilst creating an innovative social media campaign that is exciting, resonates with our audience and leaves a lasting impression. This campaign’s interesting and engaging content will surely add to the festive revelry.”

  • DS Group rolls out 3 new TVCs for Pulse candy

    DS Group rolls out 3 new TVCs for Pulse candy

    MUMBAI: Taking forward its ‘Pran jaaye par Pulse na jaaye’ narrative, Pass Pass Pulse, the candy from DS Group, has rolled out another set of three commercials. The TVCs have been conceptualised by J. Walter Thompson Company and are titled, Astronaut, the Swing, and the Bedroom.

    Each commercial showcases how the protagonists upon seeing a Pulse Candy in their proximity reach out to grab it, even in unfavourable situations. In the swing film, the girl gets smacked on the face with a returning swing as she grabs the Pulse that fell out from a child’s pocket. In the film titled Astronaut, an Astronaut risks his life to not only grab the Pulse floating in space but even opens his helmet to eat it, resulting in a free fall. In the third film, a guy hiding under the bed stretches out to pick up the fallen pulse, thus exposing himself to the lady’s husband/boyfriend.

    Speaking on the brand DS Group VP – new product development Shashank Surana said, “The Pulse candy has retained number one position, second year in row due to its irresistible taste heightened by tangy twist. The communication of Pulse is hinged on the temptation to seize a Pulse candy, whatever the circumstances. This three-film campaign also highlights the extent people go to get one in ‘Pran jaaye par Pulse na jaaye’, situations presented in comical and eccentric plots.’’

    DS Group executive creative director and vice president Sundeep Sehgal added, “The content consumption nature of consumers has changed and Pulse is a brand which is very conscious of this. As a result for this next round of communication, we’ve created short crisp 10 second commercials that are snackable content for the consumers and also work well from an attention perspective. However, the challenge remains to deliver an impactful piece of communication without losing the essence of the brand and I feel this is one such example.”