MAM
Mitali Srivastava Hough quits McCann Worldgroup to pursue new ventures
Mumbai: Mitali Srivastava Hough has bid farewell to McCann Worldgroup, stepping down from her role as senior VP and head of planning for the Mumbai office.
With over 25 years of experience, Hough has worked with leading agencies like DDB Mudra, Ogilvy & Mather, Famous Innovations, and TBWA India. Notably, she was the first planner in Indian advertising to co-found an agency, Utopeia Communicationz, followed by another venture, Equal, specializing in CSR solutions.
While keeping her future plans intentionally enigmatic, Mitali hinted at her intent to mentor her creative consultancy – The Equal Agency and continue advising various other agencies. “I am deeply grateful for the experiences and relationships I’ve built at McCann. My time there was short but I got the opportunity to work with Prasoon Joshi and some incredible talent and clients across various industries. As I look ahead, I feel a sense of excitement to push my boundaries further. It’s the right moment to explore new horizons, take on new challenges, and pursue my passions in ways I haven’t yet imagined. I look forward to continuing my journey through mentoring and consultancy work, and I’m eager to bring my energy into new collaborations,” she shared.
In addition to her consultancy work, she is diving into a collaboration with musical maestro AR Rahman, where she will be contributing as a writer on a major project that is an amalgamation of creativity and technology. This partnership, along with her other ventures, marks a new phase in her career, where she will continue to explore the intersection of creativity, strategy, and passion in new and unexpected ways.
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.
