MAM
Charu Gupta appointed as director of brand & content marketing at Hiver
Mumbai: Hiver has appointed Charu Gupta as director of brand and content marketing. She has more than 13 years of experience in brand, social and digital media marketing.
Charu is based in Bengaluru and is an award-winning creative professional, having led engaging social campaigns for brands across various sectors – FMCG, lifestyle, apparel, finance, travel, and food & beverages, amongst others. She spearheaded the Whisper – ‘Touch The Pickle’ campaign, which won several awards including the Cannes Lion for the TVC. She has also created the highly acclaimed “TATA Tea annual property – The Photography Escapade”.
Prior to Hiver, Charu has worked in leadership roles in organisations like Ola Electric, Chtrbox, Licious and GroupM amongst others.
Hiver CEO and co-founder Niraj Ranjan Rout says, “It gives us great pleasure to welcome Charu to Hiver. Charu’s role will be to integrate Hiver’s brand messaging across traditional as well as new media communication channels. I have no doubt that with her experience and passion, she is well equipped to take the brand forward in this journey.”
Charu Gupta said, “I am excited about my role and the opportunities that Hiver provides at such an interesting juncture where they are revolutionising the customer service ecosystem and changing the norms of accessibility. I’m looking forward to working with this exceptional team to grow the company’s brand and its strong base of customers and partners worldwide.”
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.
