Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Pass Pass Pulse, the nation’s favorite hard-boiled candy. The brand's foundational message, 'Pran Jaaye Par Pulse Na Jaaye', is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take center stage, embodying its essence. Conceptualised by Wunderman Thompson (Delhi), this quirky and fun film highlights the fact that people would do just anything to hide their favorite Pulse candy from others.
The storyline of the new TVC film by DS Group shows Saurabh Shukla’s hand stuck in a jar. Everyone in the household tries every possible way to take his hand out, but all the efforts go in vain. An X-ray reveals that he is holding onto a Pulse candy hidden inside the jar and not taking his hand out intentionally to hide it from others.
Commenting on the occasion, DS Group general manager, marketing, DS Foods, Arvind Kumar said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”
Commenting on the campaign, Wunderman Thompson SVP & ECD Sundeep Sehgal said: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining”.
The campaign is now live on leading channels, YouTube, social media, and OTTs.
DS Group is known for its expertise in innovative Indian flavours and fragrances. Pass Pass Pulse, the hard-boiled candy from DS Group stormed this market with its launch in 2015 and since then, is the leading candy brand in India. The tangy twist to the conventional taste makes Pulse an absolute standout! Pulse Candy continuously endeavours to engage with consumers through creative and innovative ways to develop a stronger connection. Launched in 2015, Pulse Candy comes in five mouth-watering flavours, i.e., Kachcha Aam, Guava, Litchi, Orange, and Pineapple. The brand continues to enjoy popularity with the burst of tanginess and a feeling of fun and peculiarity that each flavour commands.
