MAM
Pulse recreates its outdoor campaign on TV to extend communication reach through in-content ads
Mumbai: DS Group’s popular candy brand Pass Pass Pulse has announced its partnership with Whisper Media to extend its communication reach by recreating its unique outdoor campaign on TV. The campaign showcases the brand’s three variants of the candy, which were integrated into the traffic signal posts in an innovative format.
The campaign aims to deliver the idea through in-content advertising (ICA) on popular general entertainment channels.
Pulse’s three most popular flavours, litchi, pineapple, and kachcha aam, are packaged in red, yellow, and green, respectively. Using the significance of these colours in the context of traffic signals, the brand created a seamless, never-before-seen outdoor campaign under the messaging “Pran Jaaye Par Pulse Na Jaaye.”
The brand wanted to bring the same magic to the TV audience in Hindi-speaking markets to expand its reach.
Whisper ICAs are enabled to deliver brand communications in multiple formats, which brings the cross-media experience to the audience through the largest medium in the country—TV. Whisper Media has partnered with leading TV broadcasters Disney Star and Zee Network, across all their GEC platforms for HSM and regional, to bring forth this proposition.
In-content advertising digitally embeds a brand message into the content at the post-production phase and elevates the brand from the usual advertising clutter. This enables a brand to deliver a campaign without the hassle of logistics and programming in an impactful manner. The ICA campaign was delivered on the leading GEC channel—Star Plus.
Speaking on this recreation, DS Foods general manager-marketing Arvind Kumar said, “There’s nothing better than being able to replicate a campaign across different mediums which elevates recall among the target audience. We are glad to partner with Whisper Media to be able to seamlessly execute this unique campaign through in-content advertising.”
Sharing the idea behind the campaign, Whisper Media head of ad sales-North & East Vikrant Dhawan said, “We are seeing some exciting times in the advertising world where tech is enabling brands to get the attention of the viewers. In this latest campaign, we managed to organically resonate with the offerings that the product has to offer. This showcases the media multiplier effect, enabling higher message recall for the campaign.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
