MAM
Filter Coffee Co. wins the digital media mandate for Vanity Wagon
Mumbai: Digital agency Filter Coffee Co. has bagged the digital media mandate for homegrown beauty marketplace, Vanity Wagon.
The agency will be in charge of designing and managing Vanity Wagon’s digital and social media communications while curating custom-tailored strategies that are ‘on-brand’ and ‘on-trend’.
“The agency’s strategy to achieve desired objectives is by creating great thumb-stopping content that makes this association one of its kind. We look forward to effective campaigns for our brand to achieve the desired output that makes a difference,” said Vanity Wagon co-founder and CEO Prateek Ruhail.
Filter Coffee Co. founder Anuja Deora added, “We are thrilled to be entering into a partnership with Vanity Wagon, which operates across multiple verticals to pave the way for relevant, compelling, and customized concepts to connect with its target audience. To elevate our association, we’ll use a tailored and upbeat content marketing approach backed with our robust production capabilities to ensure the brand is on top of the latest digital trends.”
Vanity Wagon is a platform that aims to introduce people to the safe, effective, genuine, and non-toxic beauty and personal care products. The brand’s vision is to replace regular off-the-shelf products with natural and organic alternatives that are safe for one’s skin and the environment.
Filter Coffee announced the addition of the beauty marketplace to its growing portfolio of notable brands across categories that include Olay, L’Oreal, Nykaa, Starbucks, Herbal Essences, Japanese beauty brand Bioré, Nature’s Basket, Forest Essentials, Caudalie, Kelloggs, Yakult and Protinex (Danone International), Benefit Cosmetics, Biolage, Kiehl’s India, AptaGrow, to name a few.
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.
