MAM
Mitsubishi Electric India welcomes Atsushi Takase as new MD
Mumbai: Mitsubishi Electric India (MEI) has appointed Atsushi Takase as managing director, effective 1 October 2024. With over 36 years at Mitsubishi Electric, Takase has held notable roles, including deputy managing director at MEI and vice president of the transportation systems division in the USA, where he led major projects such as for the New York City Subway. His expertise spans transportation systems and global strategic planning.
In his new role, Takase aims to enhance MEI’s operational efficiency, promote sustainable growth, and address social issues through business initiatives aligned with the ‘Make in India’ program. Drawing on his market knowledge, he will work to foster innovation and create value for stakeholders.
“I am excited to join Mitsubishi Electric India at a time when the company is poised for significant growth,” said Takase. “I look forward to working with our talented team to further strengthen our market presence and continue our mission of ‘Changes for the Better’ through technology while prioritizing sustainability.”
Since its inception in 2010, Mitsubishi Electric India has been a leader in delivering products and solutions for factory automation, elevators, air conditioning, and semiconductors, tailored to local market needs.
As the company expands in India, Atsushi Takase’s leadership will be crucial in advancing its mission of ‘Changes for the Better,’ ensuring MEI stays at the forefront of technology while addressing societal needs.
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.
