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
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
