MAM
FedEx Express launches viral marketing campaign across India, Europe, U.A.E
MUMBAI: Express transportation company FedEx Express, a subsidiary of FedEx, has launched a region-wide viral marketing campaign across India, Europe and the United Arab Emirates (U.A.E.).
The campaign is designed to increase brand awareness and promote key FedEx brand attributes.
The campaign targets middle and junior management along with secretaries and administrative staff. It centers around five humorous FedEx TV advertisements, which showcase FedEx services in comical sketches set in everyday business situations.
The ads are available for viewing, download and to email to friends through a micro-website (www.relaxiwillmanage.com) and will be communicated to customers and prospects through banner advertisements on key websites, email communication, and the distribution of a CD-ROM. The campaign is specifically targetting Austria, Belgium, Denmark, Germany, France, the UK, India, Ireland, Italy, the Netherlands, Sweden, Switzerland and the UAE.
Four of the commercials have previously been aired in Germany MBA and Remind Me and India Crate and Chinese Boss. The remaining commercial Tom has only been aired in the US and is new to India, Europe and the U.A.E.
FedEx Express MD sales and marketing for India, Middle East and Africa, Jacques Creeten says, “Following the success of this campaign in the US and other markets where it is currently being rolled out, we decided to make it available to our customers and prospects in key markets across Europe, the UAE and India.
“This campaign allows us to promote the FedEx brand, and awareness of our services, to a wider audience in a new and innovative way. The launch is already proving to be hugely successful with the TV commercials on the website receiving more than 102.000 hits in the first weeks.”
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.
