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.