Home News/PR DS Group’s Pulse launches new TVC with a new tangy twist

DS Group’s Pulse launches new TVC with a new tangy twist

by Food Drinks Innovation

DS Group, a diverse corporate entity and a prominent Fast-Moving Consumer Goods (FMCG) conglomerate, has unveiled a new television commercial (TVC) for Pass Pass Pulse, the beloved hard-boiled candy of the nation. The core message of the brand, ‘Pran Jaaye Par Pulse Na Jaaye’, resonates once more in the cinematic representation. In this lively production, Mr. Saurabh Shukla and Mr. Abhishek Banerjee take the forefront, personifying the brand’s essence. Crafted by Wunderman Thompson (Delhi), this playful and unconventional film amusingly underscores the lengths people are willing to go to keep their favorite Pulse candy a secret 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, Mr. Arvind Kumar, General Manager, Marketing, DS Foods, DS Group, 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, Sundeep Sehgal, Senior Vice President & ECD, Wunderman Thompson, 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”.

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