Top Story


Home >> Advertising >> Article

Pulse candy's maiden TVC gets 18.5 million views across social media platforms

Font Size   16
Pulse candy's maiden TVC gets 18.5 million views across social media platforms

The maiden television commercial for popular Pulse candy from the house of DS Group has garnered more than 18.5 million views across all social media platforms till now. On the brand’s YouTube channel alone, the TVC has got more than 7 million views. The campaign conceptualized by J.Walter Thompson talks about the extent to which people can go to lay their hands on their favourite Pulse candy.

The TVC was launched in six languages: Hindi, Tamil, Telugu, Kannada, Bengali, and Oriya wherein each video was of 35-second duration. Three edits of the TVC were run across relevant genres: 50 sec, 35 sec, and 6 seconds.

The brand uses quirky humour in its TVC in the form of its tagline titled ‘Pran Jaaye Par Pulse Na Jaaye’. In terms of audience, Pulse’s consumption cuts across all age groups and its communication is targeted towards the youth, ranging between 15–35 years.

The popular candy had crossed Rs 100 crore in sales in a span of just eight months from its launch. Till now, Pulse had mainly used outdoor, in-shop promotions, and sampling to reach out to its consumers.

Commenting on why television was not included in the marketing strategy earlier, Shashank Surana, Vice President, New Product Development, DS Group, said, “The whole point of doing a TV campaign is to create and satisfy demand together. So, we believe now is the right time for our campaign. We launched our TVC in April and it will continue till the end of May.” Other than the TVC, the brand is using digital, radio, and print, and will soon be seen across cinemas as well.

Talking about the response for the latest campaign, Surana added, “It has been great; people have found it very relatable because this is exactly what they do with their favourite Pulse candy.”

Social media engagements

Pulse has a very strong social media presence. In fact, even before the brand created its own social media page, Pulse consumers had created a page themselves. On the online platform, there are a lot of positive conversations on the ad and as well as on the candy. A contest running with the #Pran Jaaye Par Pulse Na Jaaye is doing the job of creating excitement as well as connecting all Pulse candy lovers.

Below is an excerpt of a few social media conversations and the way the brand has promoted its campaign on the online platform.

The hashtag #PranJaayeParPulseNaJaaye trended for six plus hours in India and delivered more than 52 million impressions.

Mastheads of various sites were also used to promote the campaign.

YouTube Masthead:




Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...