MAM
McCann Worldgroup hires Abhishek Chaswal as executive creative director
MUMBAI: McCann Delhi hires Abhishek Chaswal as executive creative director. He has got 16 years of experience and has worked in the advertising field with agencies like Result McCann, Percept, Euro RSCG, Leo Burnett, Cheil & Contract. His last tenure was with Enormous.
Chaswal has dealt various clients clients such as OLX, MobiKwik, Urban Clap, Lenskart, Mahindra Rise, Tata Docomo, Delhi Daredevils and Samsung TVs to name a few.
“I welcome Abhishek to McCann. He is an experienced professional with a real keen eye for the craft. I am sure he will strengthen the formidable creative team in Delhi where we already have Prateek Bhardwaj our NCD and Kapil Batra – creative head Delhi, leading an exceptional team,” said McCann Worldgroup India chairman APAC and CEO & chief creative officer Prasoon Joshi.
Chaswal had worked with Contract for the Docomo business, and played an instrumental role in the brand’s popular ‘Bhalai ki Supply’ campaign. Chaswal is also credited for leading the ideas on Max New York Life Insurance’s ‘Czechoslovakia’ ad.
Commenting on his appointment the new director said, “Joining McCann feels like a high school reunion as I’m meeting some of the best people I have worked with over the years, here. In fact, it doesn’t feel like that I have joined a new place. Working with this supercharged team is going to be fun for sure (Thank God for black coffee J). I’m glad I could get this opportunity at the right time in my career where I can, working along with leaders like Prasoon Joshi and Prateek Bhardwaj, create significant value for some of the biggest brands in the country.”
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.
