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Havas Media Group wins LG Electronics’ media mandates
MUMBAI: Havas Media Group will oversee LG Electronic‘s media business in over 60 countries. Managed under its Arena brand, the group will oversee LG
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Havas Media Group CEO Alfonso Rodés
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Electronics‘ media business in over 60 countries. The announcement follows the unveiling of LG‘s new corporate identity last week.
On the account win, Havas Media Group global MD Dominique Delport said, “LG is one of the most prestigious and sought-after global electronics brands to go into pitch this year. LG‘s passion in using technology to create happier, more satisfying lives for consumers around the world works with our long standing investment into meaning communications with our meaningful brands analysis. The LG team also shares our positive energy and ability to change. This win has come at a good time for us all. The development of the Arena network and the current energy and enthusiasm within the group creates a strong foundation from which to build this important partnership.”
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Havas Media Group global MD Dominique Delport
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Arena will continue to be managed by Havas Media Group‘s executive committee, led by Havas Media Group CEO Alfonso Rodés and its global managing director Dominique Delport.
“We look forward to a fruitful working relationship with Havas Media Group and have high hopes that the energy they bring to the table will be a good match for LG,” said LG Electronics EVP and global marketing officer Ki-wan Kim.
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LG Electronics EVP and global marketing officer Ki-wan Kim
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Kim added “With Havas as our media partner, I‘m optimistic that we‘ll be able to engage consumers in meaningful ways that make them smile.”
This announcement follows on from the latest phase of Havas‘s integration strategy as it moves to create the most simplified and agile media group in the industry.
“This is another large global win for the Havas Media Group and demonstrates the success of our recent ‘digital and data‘ integration strategy. Our track record for winning prestigious global accounts is fast growing and this recent win is a great testament to our teams and our agility”, added Havas Media Group CEO Alfonso Rodés.
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.
