MAM
Rediffusion-Y&R wins digital mandate of Kingfisher
MUMBAI: Rediffusion Y&R has won the digital mandate of Kingfisher Airlines.
The agency will now handle all digital brand communications for Kingfisher businesses – Kingfisher Airlines, Kingfisher Express, Kingfisher Cargo and Kingfisher Elite.
Force India and Club Force will also be included in the mandate.
The scope of work will include all digital marketing services such as online promotions and social media management, besides maintaining their respective websites.
Says Mumbai branch head and EVP Nisha Singhania, “It has always been our endeavour to provide complete marketing solutions to all our clients, and hence it is always heartening when an existing client awards us with more business.”
Rediffusion is already handling the creative duties of Simplifly Deccan, an entity created following the merger of Kingfisher Airlines and Deccan Airlines.
“I think this win is a testimony of our understanding of the category and the work we‘ve done so far. We look forward to more synergies between online and offline communication, that will help us deliver superior and seamless creative solutions for the client”, adds Singhania.
Both client and agency were discreet about the size of the business. The agency claims that work has already begun.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
