Ad Campaigns
Pulse Candy rolls out AI-powered tribute to Rath Yatra with ‘Pulse of India’ campaign
MUMBAI: Pulse Candy, the tongue-tingling treat from the house of DS Group, has unwrapped another tech-led cultural offering — this time paying homage to one of India’s most iconic festivals. With ‘Jagannath Rath Yatra – The Pulse of India’, the brand launches an AI-crafted campaign that brings alive the devotion, mythology, and massive spectacle of the sacred Puri chariot festival.
Running from 25 June to 2 July across Meta, YouTube, and X, the campaign’s centrepiece is a richly visualised film that reimagines the celestial tale of Lord Krishna’s transformation into Lord Jagannath and the mystique of Daru Brahma. The AI-powered storytelling gives the centuries-old spiritual saga a contemporary, cinematic sheen — perfect for today’s scroll-happy viewer.
The build-up includes a “Did You Know?” trivia blitz across platforms, serving up festival nuggets and mythological morsels to spark curiosity and cultural chatter.
This campaign follows the brand’s previous AI-led forays into Mahakumbh and Ganesh Chaturthi, cementing Pulse’s position as more than just a candy — but a curator of India’s cultural soul.
Speaking about the campaign, DS Group senior general manager, marketing, confectionery, Arvind Kumar said, “Pulse is more than just a candy. It is a reflection of India’s culture and spirit. Through this campaign, DS Group’s Pulse Candy is not only honouring the cultural heartbeat of Odisha but also bringing it alive for a new generation through the power of AI storytelling. The Rath Yatra is a traditional spectacle and we’re proud to be celebrating it in a way that connects tradition with technology.”
Launched in 2015, Pulse has ruled the hard-boiled candy category for nearly a decade. And with every marketing innovation, it proves it knows not just what tickles the tongue — but also what moves the heart.
From flavour bombs to festival feels, Pulse continues to be, quite literally, the Pulse of India.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
