MAM
Maxx Mobile appoints Ignitee Sports as sports agency for IPL-4
MUMBAI: Ignitee Sports, the sports marketing arm of Ignitee Digital Solutions, has signed an annual contract with Maxx Mobile to handle its sports management for the fourth edition of the Indian Premier League.
According to the contract, the agency will manage the on-ground implementation and execution of the ‘Maxx Mobile Strategic Time-Out and Play Off Sponsorship‘ for IPL-4.
Says MAXX Mobile business head Sajal Roy, “We were looking for an agency that has the required expertise to handle a large-scale sports event like the IPL and Ignitee Sports were found to do full justice to the event.”
It is because of the increase in the number of matches during the IPL, a specialised agency like Ignitee Sports has become important, feels Roy.
Avers Ignitee Sports president Anand Yalvigi, “I am sure that our association with Maxx Mobile will go a long way in proving that indeed the sports marketing business in India can attain such heights of excellence.”
Yalvigi also said that the idea was to promote the business of sports management with innovative ideas.
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.
