MAM
TAM hires Sr cop to increase security of its TV ratings panel
MUMBAI: TV ratings agency TAM Media has come under fire from time to time with the allegation that its ratings sample audience has been breached and that its ratings are not sacrosanct. It is taking steps to put those fears to rest. It today announced that it has set up a dedicated desk for vigilance, investigation and crime detection in a bid to further fortify its TV panel home security process.
The desk is to be chaired by president‘s medal awardee and a crime investigation veteran (a former ACP, Maharashtra Police with 22 years experience) Ravi Ratanjankar as head, vigilance & corporate risk mitigation. Ravi‘s special role in TAM will be to help fortify the organisation against any potential vested interest parties trying to break into the TAM system. He was earlier with HDFC Bank. Handling pan-India vigilance functions and helping in the implementation of fraud management systems
This move, probably, is a first of its kind, proactive initiative undertaken by any market research service provider to safe guard its operations, says a TAM Media release.
Says TAM Media Research CEO LV Krishnan: “Our core service of television audience measurement (TAM) has played a silent, yet, central role in helping the Indian broadcast and advertising industry reach the size and stature we know of today. This has only happened because of our regular proactive measures, one of them being constant expansion and enhancement of our TV audience panel home. Today, our TV audience measurement panel covers over 225 towns & cities across urban and semi-rural markets covering all the key states of India.”
“The key here is, and which a very few realise, that the complexity of such huge on-ground operations do run a risk of potential external threats. In our unrelenting focus towards quality and the need to protect the services from any types of external threats, TAM is taking further necessary steps that will ensure a deeper safeguard to the services via stronger walls of security and vigilance in the coming months and years. Ravi‘s appointment towards this is not the end but one of the many more initiatives that Industry will see. I am very pleased to have Ravi as part of my team. We are very sure that his role and involvement will further elevate TAM to new performance benchmarks,” adds Krishnan.
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.
