MAM
Scarecrow M&C Saatchi Appoints Vijay Assudani as creative director
NEW DELHI: In a move to strengthen its creative team, Scarecrow M&C Saatchi recently appointed Vijay Assudani as creative director.
Prior to this he worked with Lowe Lintas and before that, he was in Leo Burnett Orchard. Vijay has worked on brands like ICICI Prudential Life Insurance, Videocon d2h, DNA, Religare, UltraTech Cement, Zee, Reliance Digital, Colors TV, among others. This is Vijay’s second stint with Scarecrow.
Scarecrow M&C Saatchi founder and director Raghu Bhat said, “What he brings to the table is a combination of great command over creative writing, and some very sharp insightful thinking. His film for ICICI Prudential Life Insurance featuring a disease-afflicted football coach is beautifully crafted and I look forward to more great work from him.”
Scarecrow M&C Saatchi founder and director Manish Bhatt said, “Scarecrow has been a breeding ground for some hungry talent looking to make their mark in advertising, Vijay is a part of that group. We have had a mutually rewarding relationship before and this time also we are betting on doing some great creative work together.”
Assudani said, “Raghu and Manish are known to develop creative leaders, irrespective of their background. In advertising, or in any other in any other job for that matter, what matters is the equity that you share with your seniors, and I have can proudly say that I share very positive vibes with them.”
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
