Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate launched a unique digital campaign ‘Pulse Tangy Tails’ campaign, for the nation’s favourite hard-boiled candy, Pulse. Pass Pass Pulse has partnered with Master Chef Pankaj Bhadouria for this campaign and it will be amplified across multiple digital touch points including Instagram, Facebook, and YouTube.
Bhadouria will play a central role in setting the mixology challenge for the digital audience and reveal all five variations of tantalizing mocktails that can be created using the five flavours of Pulse candy while inviting participants to unleash the creativity with the recipes. Entries will be evaluated based on a presentation and the distinctive nature, uniqueness of the recipes presented. As a gratification, the selected winners would get a branded mixology kit from the brand side. Various macro, micro and nano-influencers will be roped in to ensure wider reach. The campaign is conceptualised and will be executed by Foxymoron, a part of Zoo Media Network.
At the launch of this campaign, DS Group GM - marketing, Arvind Kumar expressed, “We are thrilled to announce the ‘Pulse Tangy Tails’ campaign, which is yet another unique initiative that showcases the limitless possibilities with Pulse candy taking mixology to a new level. The unwavering love for Pulse candy (since the launch of the product) and its tangy flavors is deeply rooted amongst the consumers. In recent months, there has been a significant rise in the number of passionate Pulse candy enthusiasts with consumers creating extraordinary mocktails and coolers using this delightful candy across the social media platforms. Today, innovation is at the core of consumer brands and we aim to harness the creativity of our consumers by providing a platform to showcase their mixology skills taking the brand experience to a different level.”
To further amplify this momentum and celebrate creativity, the campaign offers a unique opportunity for consumers to participate in an exciting mixology contest, allowing them to showcase their mixology skills and indulge their passion for Pulse candy. Moreover, this campaign aims to foster even more user-generated content (UGC) as participants create and share their inventive mixology creations.
The unique and distinctive flavoured Pulse, a fruit-flavoured candy with a tangy touch, has time and again won over the hearts of its discerning consumers. To conceptualise fresh ideas and utilise them to pique interest and forge strong consumer connections, Pulse Candy has always deployed various consumer centric campaigns and innovations. The Pulse Traffic Signal signature Outdoor Activation Campaign ‘Grab the Pulse’ has won Gold in two coveted marketing awards; the Neon Awards 2021 and Outdoor Advertising Awards 2022.
