MAM
Metal of honour Vedanta’s Independence Day ode powers India’s rise
MUMBAI: When it comes to nation-building, Vedanta Aluminium is proving that not all heroes wear capes some shine in silver sheen. This Independence Day, India’s largest aluminium producer launched its campaign “Badhte Bharat Ki Pehchaan”, a tribute to the metal fuelling the country’s self-reliant march towards Viksit Bharat@2047. The campaign rolled out in cinematic style. It began with teasers that celebrated India’s progress without revealing the engine behind it. The suspense gave way to a digital film, unveiling aluminium as the invisible force powering India’s EVs, solar farms, defence systems, and smart infrastructure. The film closed on a resonant note: “Hum hai Vedanta Aluminium. Hum Badhte Bharat ki Pehchaan hain.”
For Vedanta Aluminium CEO Rajiv Kumar the message is clear: “This year’s Independence Day theme, ‘Naya Bharat’, reflects a reality in the making. Aluminium is the ‘metal of the future’, enabling everything from clean energy to defence alloys. Our campaign is a salute to that spirit of innovation and resilience.”
The tribute didn’t just play out on screen. Vedanta turned the spotlight on its employees, who shared selfies on social media with the campaign line, calling themselves the real faces powering India’s industrial leap. The company also kicked off a snippet series that zooms into its role in high-growth sectors like electric mobility, renewables, aerospace, defence and infrastructure industries critical to India’s ambition of becoming a $5 trillion economy and beyond.
From EV batteries and solar panels to combat-ready alloys and metro rail structures, aluminium’s versatility is pitched as India’s growth catalyst. By positioning itself at the centre of this industrial shift, Vedanta Aluminium isn’t just selling a metal, it’s scripting a metaphor: India’s strength, resilience, and future, all rolled into one shiny sheet.
So, while fireworks lit up the skies this Independence Day, Vedanta made sure aluminium lit up the nation’s imagination. After all, in the story of a rising Bharat, the real sparkle might just be metal deep.
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.
