MAM
DDB MudraMax Media wins media mandate of Athena Life Sciences
MUMBAI: A start-up in the space of cosmoceutical and therapeutic beauty treatment, Athena Life Sciences has appointed DDB MudraMax Media as its media agency.
The agency will be responsible for all media activities viz. planning, buying and implementation.
Athena Life Sciences is a relatively new organization and hence its association with DDB MudraMax Media becomes crucial since the agency has become the brand’s first ever media agency.
For their maiden campaign, the company will focus on building awareness for D’Free, an overnight anti dandruff lotion.
On appointing DDB MudraMax Media, Athena Life Sciences CEO and MD Prabhu Karthikeyan said that startup dynamics are so different from established businesses – budget constraints, faster changes, narrow focus and much more.
“DDB MudraMax Media gave us the comfort of a large planning and buying house, strong FMCG/consumer mindset, and yet brought in the kind of attention, collaborative thinking that a startup deserves,” Karthikeyan added.
DDB MudraMax Media associate vice president Navin Kathuria said, “It is an interesting assignment to deploy our consumer planning and holistic implementation skills, with ideas at the centre of the consumer engagement. We are very delighted to partner with Athena Life Sciences in their journey towards building a cutting edge Consumer Products Business.”
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.
