MAM
Laqshya Media Group ropes in Swaroop Banerjee as Event Capital CEO
MUMBAI Event Capital, the live IP arm of Laqshya Media Group has roped in Tribe Asia IP director Swaroop Banerjee as its CEO. Banerjee’s mandate at Event Capital involves expanding the current bouquet of Live intellectual properties owned by Event Capital and introduce focussed live and digital content creations.
Based out of Mumbai he will oversee development of new verticals in lifestyle, music and sports. Deepak Choudhary, the co-founder of Event Capital, will now focus on acquisitions, collaborations and investments as Director of Event Capital.
“Banerjee’s unfathomable experience with building IPs, combined with his genuine passion for festival culture, music and alternative sports, makes him absolutely ideal to lead Event Capital as the chief executive. EC currently has several IPs in Lifestyle, Sport, Music, Education and Trade and Banerjee’s strategy of creating the right balance on IP creations and acquisitions is in sync with our vision. We are glad to have him on board”, said Event Capital director and co founder Deepak Choudhary.
“When we took on the initiative to make Event Capital India’s largest IP creator and aggregator, we were extremely focussed and with the support of our entire Laqshya Media machinery we are committed to make this brand a world class live and digital content hub. Banerjee has been on our mind from quite some time and with him we are confident to take the next big step in this game changing IP environment” Laqshya Media Group MD Alok Jalan added.
“It is a gigantic opportunity and I am excited to work with such a talented team. I am overwhelmed by their generosity in supporting me and allowing me total autonomy to create a lifestyle, music and sports vertical from scratch and revitalize the existing genres of live content that we own. You will very soon hear announcements from us on larger than life collaborations with Bollywood, International Music, Alternative Sports and Lifestyle”, said Banerjee on his new role.
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.
