MAM
Enormous Brands appoints Mukund Raina as head of Delhi operations
MUMBAI: Enormous Brands has appointed Mukund Raina as branch head of Delhi operations. He is moving from Wunderman Thompson as vice president client services director.
With over 15 years of experience in client management, brand management, and operations management in the communications consultancy domain, Raina has worked at companies like McCann Erickson (now McCann Worldwide), Euro RSCG (now Havas Worldwide), Publicis, Enterprise Nexus Communications and Mindspace Communications.
On his appointment, Raina said, “The combination of vision, drive and talent that has been brought together at Enormous has created a unique organisation and set up exciting possibilities for us to help our clients be relevant, interesting and effective in speaking to consumers. I’m extremely excited and look forward to be part of this team.”
Enormous Brands managing partner Ashish Khazanchi said, “It’s really exciting to have Mukund on board. He’s a tremendous leader with an illustrious track record with some of the biggest brands in the country. I admire his ideas and approach to building brands and teams. It’s a step in the right direction for us to consolidate our presence in Delhi.”
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.
