DS Group’s Pulse Launches New TVC With A New Tangy Twist

New Delhi, February 29, 2024: 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 Mr. Saurabh Shukla and Mr. Abhishek Banerjee take center stage, embodying its essence. Conceptualized 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.

“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.”

Arvind Kumar, General Manager, Marketing, DS Foods, DS Group

“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”.

Sundeep Sehgal, Senior Vice President & ECD, Wunderman Thompson

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 5 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.

About DS Group

The DS Group (Dharampal Satyapal Group) is a Multi-Business Corporation and one of the leading FMCG (Fast Moving Consumer Goods) conglomerates with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Mouth Freshener, Food and Beverage, Confectionery, Hospitality, Agri, Luxury Retail businesses, and other investments. Rajnigandha, Catch, Pulse, FRU, Ksheer, Pass Pass, BABA, Tulsi, L’Opera, Le Marche, UnCafe, Birthright, Laderach, LuvIt, Chingles, The Manu Maharani, and Namah are some of the leading brands, the Group proudly shelters today.

As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0 making it a global leader amongst all LEED v4 O&M existing buildings worldwide four years in a row. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC. For more details, log onto www.dsgroup.com.

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