MAM
Anish Daryani joins Orchard Advertising as VP
MUMBAI: Orchard Advertising has roped in former Ogilvy Africa general manager Anish Daryani as vice president and branch head at the agency’s headquarters in Bangalore.
Daryani‘s key responsibility will be to strengthen and grow existing client businesses, cement relationships and look to grow Orchard Bangalore in the south market.
Orchard Advertising, a Leo Burnett Group agency, has clients like Wipro, SAB Miller, Essilor, Godrej, Colors, RIM and Piramal Healthcare.
Daryani said, “I have always admired the Leo Burnett Group for the thinking agency they’ve been, since I started my advertising career. So when I got an opportunity to join Orchard, one of the three agency brands from Leo Burnett’s stable, taking it forward came very naturally to me.”
Orchard India SVP and brand partner Kaushik Mitra added, “Anish is very driven, hungry and passionate about the business. Having diverse experience in categories such as FMCG, telecom, durables, automotive, healthcare and rural sectors he will strengthen Orchard’s position in the market.”
Daryani comes with over a decade’s experience in advertising and has done two stints each with Ogilvy and the Rediffusion-Y&R Group. Some of the brands he’s worked on include Tata Motors, Tata Nano, Tata Steel, Hutch (now Vodafone), Airtel, Kingfisher Airlines, Danone, Brooke Bond Red Label, The Economic Times, The Times of India, Colors, Linc Pens and The Statesman.
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.
