MAM
Malvika Mehra, Amit Akali quit O&M
MUMBAI: O&M Bangalore group creative director Malvika Mehra and group creative director and creative head Amit Akali have put in their papers.
Currently serving their notice period, Mehra and Akali will be with the company till the end of March.
Confirming the development, Mehra says, “I have been with O&M for the last 16 years and it‘s time to move from the comfort zone and explore new opportunities.”
So where are they headed? “Akali and I will be moving out together and also moving into a new company as a team. We are still evaluating the different options and haven’t zeroed in on anything as of now,” says Mehra.
Mehra and Akali who were previously in O&M Mumbai moved to the agency’s Bangalore office in 2006. They have worked in accounts including Titan, Lenovo, Allen Solly and State Bank of India.
Mehra joined O&M in 1994 and Akali in 2004.
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.
