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Tag: Sundeep Sehgal

  • DS Group’s Pulse launches new TVC with a new tangy twist

    DS Group’s Pulse launches new TVC with a new tangy twist

    Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Pass Pass Pulse, the nation’s favorite hard-boiled candy. The brand’s foundational message, ‘Pran Jaaye Par Pulse Na Jaaye’, is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take center stage, embodying its essence. Conceptualised by Wunderman Thompson (Delhi), this quirky and fun film highlights the fact that people would do just anything to hide their favorite Pulse candy from others.

    The storyline of the new TVC film by DS Group shows Saurabh Shukla’s hand stuck in a jar. Everyone in the household tries every possible way to take his hand out, but all the efforts go in vain. An X-ray reveals that he is holding onto a Pulse candy hidden inside the jar and not taking his hand out intentionally to hide it from others.

    Commenting on the occasion, DS Group general manager, marketing, DS Foods, Arvind Kumar said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”

    Commenting on the campaign, Wunderman Thompson SVP & ECD Sundeep Sehgal said: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining”.

    The campaign is now live on leading channels, YouTube, social media, and OTTs.

    DS Group is known for its expertise in innovative Indian flavours and fragrances. Pass Pass Pulse, the hard-boiled candy from DS Group stormed this market with its launch in 2015 and since then, is the leading candy brand in India. The tangy twist to the conventional taste makes Pulse an absolute standout! Pulse Candy continuously endeavours to engage with consumers through creative and innovative ways to develop a stronger connection. Launched in 2015, Pulse Candy comes in five mouth-watering flavours, i.e., Kachcha Aam, Guava, Litchi, Orange, and Pineapple. The brand continues to enjoy popularity with the burst of tanginess and a feeling of fun and peculiarity that each flavour commands.

  • 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.”

  • ‘Pran Jaaye Par…’ TVC establishes magnetic appeal of Pulse candy

    MUMBAI: Pass Pass Pulse, the candy from DS Group that stormed the hard-boiled candy market with its launch in 2015, has rolled out its first TV commercial. Pulse Candy, with a tangy twist, makes it standout! It offers an experience that starts with a fruity taste and peaks with a tangy surprise. A mouth full of fun and peculiarity, the consumers love. This irresistible fervor for Pulse candy is extended to the brand communication, with a tag line of ‘Pran jaaye par Pulse na jaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy. After all, one does not like to part with precious belongings.

    The first TVC, conceptualized by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a PulseCandy.

    The film opens on the protagonist who is asleep in his room – this is when his house mates, on a day off, decide to play a prank on him to get their hands on his Pulse stash. We suddenly see his roommate run in and wake him up, screaming that the house in on fire. The protagonist, in a blurred sleepy state on seeing smote and sparks, actually assumes that the house is on fire, as he sees his friends running to collect their precious belongings. This is when our guy springs to action, rushing to save his hidden Pulse Candies; from inside a remote, the one hidden in a DVD drive, to some, hidden in a trumpet. Once he has managed to get his hand on the stash, he rushes out. That’s when the plot unravels, a well-crafted ploy that has his friends creating the fire and smoke, amongst others. At the end, the plot succeeds and he has to give up his hidden stash of candies, but not until he manages to keep one for himself. The commercial ends with the tag line that says – ‘Pran jaaye par Pulse na jaaye’

    DS Group VP – New Product Development Shashank Surana said, “Pass Pass Pulse has been a category disruptor and was an instant hit with the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy .With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.’’

    J. Walter Thompson Company vice president & executive planning director Shujoy Dutta said “It’s well known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars – and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on thecandy.”

    J. Walter Thompson executive creative directors Sundeep Sehgal and Siddharth Prasad said “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keepPulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that’s where the campaign idea came from.” Commenting on the line ‘Pran Jaaye, ParPulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.”

    TVC Link –