Ad Campaigns
Pulse Candy rewards loyalty with exclusive perks
Mumbai: Pass Pass Pulse, in partnership with White Rivers Media, launched the annual Loyalty Day campaign for Pulse Candy enthusiasts on Instagram. The campaign featured engaging contests, offering exclusive access and prizes to loyal fans. The campaign began with teasers about the event’s return and this year’s theme, promising spots on the brand’s Instagram Close Friends list for the most devoted Pulse lovers.
Contest alerts followed, announcing fun challenges with the chance to win prizes and join the brand’s inner circle. The #ForTheLoveOfPulse contest asked participants to change their profile pictures to the Pulse Candy logo, showcasing their love for the brand. The #PulseDeewanaChallenge encouraged fans to answer quirky questions, sparking creativity and engagement.
Social Media Dissect founder and CEO Aleena Gandhi shared her thoughts on the campaign, stating, “We found Pulse’s latest contest interesting. In a world where many campaigns feel similar, Pulse Candy’s approach is different and new. By talking with their audience and adding top users to their Close Friends list, Pulse Candy shows they’re willing to try new things to connect with their loyal fans. Their campaign has some fresh ideas, exciting rewards, and it’s worth dissecting.”
The #UltimateDeewanaKaun contest challenged participants to share humorous responses about what they’d sacrifice for Pulse Candy. Top users were elevated to the brand’s Close Friends list, gaining exclusive access to upcoming flavour launches and receiving personalised Certificates of Loyalty and many more Pulse goodies. The campaign captured the hearts of audiences on a massive scale, confirming its memorable and entertaining impact. Pass Pass Pulse demonstrates an adeptness at fostering meaningful connections with customers by making them feel genuinely valued in distinctive ways.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
