MAM
Maruti Suzuki partners with the Indian Air Force
Mumbai: Maruti Suzuki India has partnered with the Indian Air Force and Uttarakhand War Memorial for the Vayu Veer Vijeta Rally, tagged as the “Himalayan Thunder” and “Wings of Glory.” The rally aims to honour fallen soldiers and inspire youth to join the Indian Armed Forces. It was ceremonially flagged off on 1 October 2024 by defence minister Rajnath Singh at the National War Memorial, with the formal flag-off on 8 October at one of the world’s highest air force stations.
The rally includes 52 participants, including air warriors, women officers, veterans, and War Memorial representatives, covering 7000 km from Ladakh’s THOISE Air Force Station to Arunachal Pradesh’s Tawang Air Force Station. Three former Air Force chiefs will join in different segments, with 12 Maruti Suzuki Jimny SUVs tackling the challenging terrain. The rally, supported by PHDCCI, will stop at War Memorials and hold 16 halts and 20 youth interactions to raise awareness about the armed forces.
Maruti Suzuki’s senior executive officer of marketing & sales Partho Banerjee stated, “Maruti Suzuki is proud to associate with the Indian Air Force in the Vayu Veer Vijeta Rally, an initiative that honours our armed forces. This rally stands as a symbol of the enduring spirit of the heroes who have given everything in the line of duty. We have a long-standing association with the armed forces and the Jimny is building on that legacy with its legendary off-road capabilities. The Jimny perfectly aligns with the ethos of this mission, and we are proud to have our vehicles to be a part of this rally.”
The rally will pass through key regions like Leh, Kargil, Srinagar, Jammu, Chandigarh, and Tawang, paying tribute to the sacrifices of India’s heroes while promoting the legacy of courage and service.
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.
