MAM
EssenceMediacom taps Vani Jauhari as business group head in Gurugram
GURUGRAM: EssenceMediacom has appointed Vani Jauhari as business group head, strengthening its leadership team in Gurugram as the agency sharpens its focus on insight-led, integrated media solutions. In her new role, Jauhari will spearhead media planning and execution across key client mandates, working closely with internal teams to align campaigns with brand and business outcomes.
She joins from Initiative, where she served as business manager, leading the ITC Biscuit account with responsibility for end-to-end media planning, budgeting, execution and performance reporting. Earlier, she was part of Madison World as planning manager and media planner and buyer, managing television, print and integrated campaigns for brands including TVS.
Her career also includes stints at IFIM Business School (JagSom – Jagdish Sheth School of Management), Cuemath and Asahi India Glass Limited, giving her broad exposure across marketing, digital, learning and stakeholder engagement.
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.
