MAM
Grey wins creative duties of Dell
MUMBAI: Dell India has awarded the creative duties of its Consumer and SMB division to Grey Advertising. The account will be handled by the Bangalore office the agency.
Dell India executive director – marketing, CSMB Krishnakumar P said, “Grey demonstrated a good understanding of the category and the direction that we are planning to grow. To communicate effectively with our customers it was important to find the right partner, and the energy and passion of this team helped further our confidence.”
Grey India president and CEO Jishnu Sen said, “This pitch saw our cross functional teams coming together from digital to activation to mainline and was ably led by Malvika Mehra and Amit Akali our national creative directors. Kudos to our team in Bangalore and GREY Digital. It is a matter of great pride to be chosen by a global brand name such as Dell.”
Grey India VP south Hari Krishnan added, “We look forward to partnering Dell in its efforts to further establish presence in a complex market like India.”
Grey Bangalore already handles accounts of ITC Foods, Britannia, 3M, Bharti AXA General Insurance, Fortis Healthcare and UB Wines.
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.
