MAM
Pulse Candy teams up with Spider Man for nationwide campaign
DS Group rolls out limited-edition packs and a 360-degree campaign running until August 30
MUMBAI: Looks like Spider-Man has found one villain even he cannot resist temptation. Pulse Candy is swinging into the world of blockbuster entertainment, teaming up with Spider-Man: Brand New Day for one of its biggest marketing pushes yet, blending superheroes with confectionery in a nationwide campaign designed to keep consumers hooked.
The DS Group brand has announced a strategic collaboration with the upcoming Spider-Man film, launching a 360-degree consumer engagement campaign that spans digital platforms, outdoor advertising, cinemas, retail outlets and social media. Running from the last week of July until August 30, the campaign aims to turn Pulse Candy into a superhero-sized talking point.
At the heart of the campaign are limited-edition co-branded packs, transforming the candy wrapper into a collectible marketing asset while extending the film’s presence beyond cinema screens and into everyday retail shelves.
The creative concept plays on Spider-Man’s iconic web-slinging abilities, depicting the superhero using his web to grab a Pulse Candy, reinforcing the campaign’s central message: “Even Spider-Man Cannot Resist Pulse.”
The storytelling also spills into the real world through large-format outdoor installations, where adjoining billboards create the illusion of Spider-Man stretching across buildings to snatch the candy. The execution is designed to blur the line between advertising and entertainment while amplifying the campaign’s visibility in high-footfall locations.
The collaboration reflects a growing trend among FMCG brands to borrow the cultural appeal of blockbuster franchises to cut through advertising clutter. Rather than relying solely on traditional promotions, brands are increasingly turning products themselves into media assets through themed packaging, collectibles and immersive campaigns.
For Pulse Candy, the Spider-Man partnership marks one of its most ambitious entertainment-led collaborations to date, signalling how the battle for consumer attention is increasingly being fought not just on television or social media, but on shop shelves, city skylines and cinema screens alike.
