Pulse Candy lovers will go to any lengths for just a taste of their favourite sweet

Three new TVCs conceptualised by J Walter Thompson take forward the ‘Pran jaaye par Pulse na jaaye’ narrative

e4m by exchange4media Staff
Updated: Dec 10, 2018 1:44 PM
pulse ads

Pass Pass Pulse, the candy from DS Group, has rolled out another set of three commercials. This takes forward the ‘Pran jaaye par Pulse na jaaye’ narrative that was introduced with the release of the very first TV commercial.

The TVCs have been conceptualised by J. Walter Thompson Company and the three commercials being released are titled, Astronaut, the Swing & the Bedroom. Each commercial showcases how the protagonists upon seeing a Pulse Candy in their proximity reach out to grab it, even in unfavorable situations.

Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group, said, “The Pulse candy has retained number one position, second year in row due to its irresistible taste heightened by a tangy twist. The communication of Pulse is hinged on the temptation to seize a Pulse candy, whatever the circumstances. This three film campaign also highlights the extend people go to get one in ‘Pran jaaye par Pulse na jaaye’, situations presented in comical and eccentric plots.’’

Sundeep Sehgal, Executive Creative Director & Vice President, said, ”The content consumption nature of consumers has changed and Pulse is a brand which is very conscious of this. As a result for this next round of communication we’ve created short crisp 10 second commercials that are snackable content for the consumers and also work well from an attention perspective. However the challenge remains to deliver an impactful piece of communication without losing the essence of the brand and I feel this is one such example.”

Creative Credits

  • Campaign elements: TVC/Digital
  • Director (of the films): Shirish Daiya
  • Production House:  Jamic Films
  • Creative Agency: J. Walter Thompson Company


  • Vice President & Execute Planning Director:
  • Shujoy Dutta
  • Planning Director: Debasish Das

Creative Team:

  • Executive Creative Directors: Sundeep Sehgal
  • Creative Director: Nishant Nanda & Kshitij Chandel

Film Department:

  • Girish Kant Singh

Account management:

  • Vice President: Mukund Raina
  • Account Manager: Naman Joshi

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