MAM
On MSME Day, OkCredit gives a shout-out to local biz with #PaasHaiToKhaasHai campaign
Mumbai: The COVID-19 crisis and the resultant containment measures have not impacted everyone in the same way. Among the private sector, Micro, Small, and Medium-sized Enterprises (MSMEs), especially those led by vulnerable groups such as women, youth, and economically deprived communities, suffered the most.
Micro, small and medium-sized enterprises account for a staggering 90 per cent of all businesses and over 50 per cent of jobs worldwide, as per estimates. They play a key role in stimulating economic growth and providing employment, particularly in developing countries like ours.
As a mark of recognition to the gigantic contribution these smaller businesses make to the global economy- often away from the spotlight- 27 June is celebrated as MSME Day or Micro, Small, and Medium-sized Enterprises Day internationally.
This MSME Day, OkCredit- the digital book-keeping app for small business owners – attempted to bring back the joy of neighbourhood shopping. The company encouraged consumers to shop in their friendly neighbourhood stores through a heart-warming creative that reminds us of the big role these local stores played in our lives before the boom of e-commerce.
The short film talks about the time when a trip to the market encompassed a plethora of pleasant experiences, tugging at our heartstrings with nostalgia-inducing nuggets like the shopkeeper giving one candy instead of small change. It urges us to bring back those days gone by for ‘applying a discount code is not half as fun as haggling’ at a store where the neighbourhood came together to hang around and discuss the day’s events. Through poetic narration, it captures all those little moments, comparing the fun, intimate feel that local shopping provides as opposed to the cold experience of surfing e-commerce sites while looking for offers.
While social commerce may be all the rage right now, OkCredit’s campaign shows that it began years ago at the original social network- i.e. the Kirana shops on our street corners.
The poetic lines have been credited to the company’s ‘in-house poet’ associate director- growth, Ayush Jain. If neighbourhood shopping is your favourite way of buying essentials, while observing the world around you, then this is for you.
Earlier this month, OkCredit had launched the #UdharAbhiBaakiHai digital campaign to help small and medium businesses recover from a severe cash crunch, wrought on by the pandemic. The digital campaign urged customers to clear their pending dues to help small businesses and kiranas to tide over the financial crisis.
OkCredit currently has over 2.4 crore registered users, these include over 100 types of businesses such as kirana store owners, mobile recharge shops, medical stores, apparel amongst others.
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.
