DS Group brings ‘Shobar Pujo, Shobar Mazaa’ to Durga Puja 2026

KOLKATA: Pujo is getting a little more pulse this year. Dharampal Satyapal Group (DS Group) has unveiled the fourth season of its Pulse Golmol-led ‘Pujoy Pulse’ campaign for Durga Puja 2026, built around the theme ‘Shobar Pujo, Shobar Mazaa’.

The campaign aims to turn the festive spirit of West Bengal into a shared celebration, combining entertainment, games, sampling and on-ground experiences with digital, radio and outdoor activations.

At the centre of this year’s campaign is the Shobar Mazaa Meter, a collective celebration tracker that rises with consumer participation across the state. The accumulated ‘mazaa’ will ultimately translate into festive support for underprivileged children, extending the campaign beyond its direct consumer interactions.

As part of the campaign, two specially branded Pujoy Pulse canters will travel from Kolkata across 22 towns in West Bengal. The route includes Howrah, Haldia, Kharagpur, Bankura, Burdwan, Durgapur, Asansol, Siliguri, Jalpaiguri and Coochbehar, among others.

The canters will feature interactive experiences, including the Dhaak Game: Play the Beat, Collect the Mazaa. Participants will play a specially designed dhaak installation to match a given rhythm, with Pulse Golmol pieces dropping into a collection area as they play. Points earned through the game will contribute to the Shobar Mazaa Meter.

The campaign will also set up dedicated engagement spaces at prominent pandals in Kolkata, Siliguri, Howrah, Asansol and Durgapur. These will feature an Alpona Puzzle Challenge, drawing on traditional Bengali alpona art while incorporating Pulse Golmol sampling.

For visitors looking to make the most of the festivities, Pujo Parikrama will offer complimentary pandal hopping through specially branded Pulse Golmol cabs.

The fleet will operate as a moving extension of the campaign during the peak festive period, giving consumers a curated way to explore pandals while keeping the brand visible across the city.

Festive sampling will run across the campaign’s various touchpoints, with Pulse Golmol, Pass Pass and other participating DS Group brands integrated into experiences around pandals, canters and Bhog associations.

The campaign’s biggest visual spectacle will come in the form of a 500-drone show over the Kolkata skyline.

DS Group plans to use approximately 500 drones to create three choreographed sequences, including a playful ‘dancing Golmol’ formation. The show is designed as a large-scale visual interpretation of the ‘Shobar Pujo, Shobar Mazaa’ message.

The campaign will then take its social impact initiative beyond the festive installations. Two days before the final day of Durga Puja, Pulse Golmol will partner with NGOs to distribute new festive clothes to underprivileged children.

Speaking about the campaign, Dharampal Satyapal Group senior general manager, marketing, confectionery Ashish Bhargava said the Pujoy Pulse initiative has evolved over four years from a seasonal marketing campaign into a broader part of West Bengal’s Durga Puja experience.

He said the campaign also provides a platform for DS Group’s wider ‘Pulse of India’ initiative, which celebrates the country’s diverse cultural expressions, customs and emotions.

According to Bhargava, this year’s interactive elements, from the Dhaak Game and Alpona Puzzle Challenge to Pujo Parikrama, are designed to feed into the Shobar Mazaa Meter and create a social impact by extending festive joy to underprivileged children.

The fourth season strengthens DS Group’s association with one of West Bengal’s biggest cultural celebrations, while taking the campaign beyond Kolkata to a wider set of towns and communities.

Founded in 1929, DS Group has businesses spanning food and beverages, confectionery, mouth fresheners, hospitality, agri, luxury retail and other investments. Its portfolio includes brands such as Catch, Pulse, Pass Pass, Rajnigandha, L’Opera, Le Marche, LuvIt and Chingles.

With Pujoy Pulse Season 4, the group is betting that the biggest festive experience is not simply about reaching more consumers, but making the celebration feel more collective. In other words, the more people join the Pujo, the higher the ‘mazaa’ goes.