MAM
Helios Media elevates Bala Iyengar as COO
MUMBAI: Helios Media, a specialty services company for the broadcast sector, recently completed two years in operations. And with the television industry undergoing critical developments with digitisation, regulations in inventory management, growth of niche genres and evolving dynamics of how viewers consume entertainment, the media brands are exploring newer avenues for engaging with audiences while advertisers are on a constant search for platforms to maximise reach. Traditional practices are being reviewed and the market is in a constant state of innovation.
“With the changing social fabric, growth of internet penetration and the change in consumer behaviour, the means to reach the viewer have increased manifold. As we move forward, our focus will be on getting into deeper partnerships with relevant platform creators to enhance the solutions we offer our clients. A TV channel is not just for TVCs anymore, and we will work with them in the overall revenue management space, going beyond traditional commercial inventory. In addition to inventory sales, we have enhanced our teams to include talent in the areas of content syndication, custom events, celebrity management and strategic digital initiatives. To take this scale of operations forward, it’s only natural that Bala steps up to take charge of our complete offering and provide seamless service to our clients”, says Helios Media founder & MD Divya Radhakrishnan.
Commenting further on his elevated role and plans ahead, Helios Media chief operating officer Bala Iyengar added, “The team has been groomed as idea generators and solutions providers who can offer expert advice on how to connect the advertiser with the audience. And this has helped us bring in the 150+ advertisers on MTunes HD, develop a market strategy for Channel X, exponentially increase the revenue base for FoodFood and set to motion the revenue agenda for FTV India. We will shape ourselves to be the go-to destination for advertisers seeking innovative ways to connect with audiences, and for channels seeking breakthrough strategies to boost revenue.”
The company was launched with a vision to provide broadcasters with business critical expertise in the areas of revenue management, brand consulting and creative development. And has demonstrated results for brands such as MTunes HD, Channel X, FoodFood and Fashion TV.
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.
