MAM
No Pulse, no life: Candymaker resumes conversation with consumers
NEW DELHI: DS Group-owned Pulse Candy was introduced in 2015 and it immediately became a rage – people couldn’t get enough of the super sour, piquant taste. On most occasions, consumers preferred to buy loose candies, but in this case they were keen on purchasing the entire box. The brand grew like an addiction, so much so that it ended up achieving Rs 100 crore sales in a matter of eight months. Since then, the launch of Pulse Candy has been known as one of the biggest success stories in the hard-boiled candy category, which is currently growing at a rate of 12-16 per cent. For the record, India’s overall candy category is around Rs 6,000 crore growing at a CAGR of six to nine per cent. The brand clocked sales of nearly Rs 300 crore in the first two years.
The core idea behind the launch Pulse candy was that the makers identified a gap in the category. They found that kaccha aam was a preferred flavour among the audiences but traditionally it was consumed with spices to make it tangy. However, no other candy brand was offering this combination to the audiences and hence the brand decided to go for an innovation.
The kaccha aam-flavoured candy initially grew on the back of word-of-the mouth campaign, and after a massive increase in demand, the brand launched its first major advertising campaign. The core positioning of the brand is ‘Praan Jaaye par Pulse Na Jaaye’ that aims to poke fun and make people laugh. Over the last three years, it has released several campaigns that show slapstick situations and brings a smile to consumers’ faces in less than 30 seconds.
The initial campaign was aimed at reflecting the ‘irresistibility’ or the obsessive love people have for Pulse candy. The tag line kind of reflected that love and positioned the candy accordingly in the minds of the people.
The candymaker’s last big splash was in early 2019 when it released two films Classroom and Dangal.
After a gap of over a year, Pulse Candy has released a TV campaign. This time, the brand has done away with actors and is using stick figure characters in the spots. The campaign has been launched with two films, titled The Husband-Wife and Recycle Bin. The stick figures are named Wifey, Hubby, Sticky and Micky.
Designed and conceptualised by Wunderman Thompson, the film aims to capture the extent to which the stick figures or the Pulse fans will go for the enticing taste of Pulse candy.
The first one captures the banter between a husband and wife; the second one is altogether a different take between two stick figure friends pulling a fast one on each other inside a computer screen. The set-up of the second film also makes you slightly nostalgic as it takes you back to the early days of Microsoft Windows with a similar screen, Recycle Bin and VLC player icons (name changed to WLC in the film).
DS Confectionary Products joint general manager- marketing Arvind Kumar said, “The brand must keep re-inventing execution themes to retain the excitement around the proposition of Pran Jaaye Par Pulse Na Jaaye. We have done some captivating campaigns in the past and the current campaign brings in a new and exciting style of content with stick figures, to fortify the alluring magnetism of Pulse in an amusing and entertaining way.”
Wunderman Thompson executive creative director Sundeep Sehgal said, “Pulse stands for joy and uniqueness, the irresistibility of Pulse lends itself to this unique proposition. We wanted to make simple, short, and share-worthy stories and stick figures give an exciting take to our narrative.”
The campaign is amplified on the social page of the brand that commands a million-member-strong community. The brand continues to engage with its audiences via social media platforms using moment marketing, contests, videos and content formats.
Pulse Candy was initially launched as a test project in the states of Rajasthan and UP and after its success, the brand was expanded to pan-India. It has grown massively in the last four years on the back of a strong distribution network. DS Group has also taken Pulse beyond the Indian shores. The brand continues to sell it at a price point of Re 1. It competes with the likes of Parle and several other regional and national players.
Brands
Philips Avent appoints Yami Gautam Dhar as brand ambassador
New campaign urges parents to choose science-backed sterilization over traditional boiling.
MUMBAI: Indian parents have long believed that boiling baby bottles keeps germs at bay, but Philips Avent is gently suggesting it’s time to turn up the heat on that tradition with science. Philips has launched a new campaign highlighting the importance of sterilization in infant care, positioning its Philips Avent Sterilizer as a more effective solution than the age-old practice of boiling. The campaign, which also announces acclaimed actor and new mother Yami Gautam Dhar as the brand ambassador for Philips Avent in India, draws on a powerful cultural insight: the deep-rooted Indian tradition of protecting children from the evil eye (nazar).
The film cleverly connects familiar customs such as using salt, chillies, applying a black tika, or evil eye bracelets with modern parenting realities. While these traditions offer emotional comfort, the campaign gently points out that they may not be enough to protect against germs and infections. Backed by a recent survey, Philips claims the Avent Sterilizer delivers up to 2X better germ protection compared to boiling, along with fewer reported illness episodes among infants.
Philips Personal Health, Country Head Shukla said many parents still rely on boiling without realising the difference in effectiveness. “Our survey findings indicate fewer reported infant illness episodes in homes using the Philips Avent Sterilizer. With this campaign, we want to empower parents with knowledge and solutions that combine science with care,” he noted.
Welcoming Yami Gautam Dhar, Shukla added that as a new mother herself, she brings authenticity and relatability to the message, balancing trusted traditions with informed choices.
Yami Gautam Dhar said motherhood makes every decision feel significant. “Learning about proper sterilization was an important part of my journey. The Philips Avent Sterilizer offers up to 2x better germ protection compared to boiling, making everyday baby care safer and easier. I’m proud to partner with a brand that supports parents in making informed choices.”
The Philips Avent Sterilizer is available across leading e-commerce and quick commerce platforms including Amazon and Firstcry, major baby care retailers, and select electronics stores across India.
In a country where protecting little ones is both a cultural duty and a daily ritual, Philips Avent is serving up a modern twist: keep the love, add the science because when it comes to germs, a little extra protection can go a long way.
