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New Pulse TVC shows irresistible love for the tangy candy

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New Pulse TVC shows irresistible love for the tangy candy

Pass Pass Pulse, the candy from DS Group that stormed the hard-boiled candy market with its launch in 2015, has rolled out its second TV commercial. This takes forward the narrative that was started same time last year with the release of the very first TV commercial.

Pulse Candy offers an experience that starts with a fruity taste and peaks with a tangy surprise. A mouth full of fun and peculiarity, the consumers love. This irresistible fervor for Pulse candy is extended to the brand communication, with a tag line of ‘Pran jaaye par Pulse na jaaye’, with quirky and humorous examples of how far people can go to save their favorite Pulse Candy and alternately what all can people do to get their hands on Pulse.

The TVC has been conceptualized by J. Walter Thompson Company.

The film opens on office colleagues who are mid conversation. We get to see the extent to what one colleague goes to get her colleague to part with his Pulse candy. But her colleague has seen through her charade and decides to indulge her in her own game. When she realizes that her effort won’t bear any fruit, she decides to give up and carry on, at this time we realize that her colleague has got the better of her and finishes off his Pulse candy. The commercial ends with the tag line that says - ‘Pran jaaye par Pulse na jaaye’

Speaking on the brand, Shashank Surana, VP, New Product Development, DS Group, said, “Pass Pass Pulse has redefined the hard boiled candy space and it is our constant endeavour to strengthen the consumer base by increased product offerings and focused customer interface. This new TVC highlights the love that consumers have for Pulse candy and the temptation they offer or forego to get one. Through this high decibel campaign we intend to extend our consumer connect and also show gratitude to our customers, who made Pass Pass Pulse a roaring success; by offering a Paytm cash back scheme.’’

Shujoy Dutta, Vice President & Executive Planning Director, J. Walter Thompson Company, said “Our first commercial on Praan jaaye par Pulse na jaye established the irrational love for Pulse. With the second ad we had to take the narrative further, into newer, masaledar, less life-threatening situations while keeping the quirky, craze for the brand alive.”

Speaking about the TV commercial, Sundeep Sehgal and Siddharth Prasad (Executive Creative Directors, J. Walter Thompson Company) said “This is our second ad in the campaign. The first film told the story of a bunch of youngsters conspiring to get their friend to reveal where he had hidden his Pulse candies. But the appeal of Pulse is universal – the game of trying to get Pulse candies from others and keeping your own stash safe is one that happens all around us. So this second TVC is set in an office. And while the ploys and strategies used by the characters are quite different, it’s all coming from the same quirky, irresistible love for Pulse.”

Creative Credits

Campaign elements: TVC/Digital/ Outdoor/Radio/BTL activations

Client: Dharampal Satyapal Ltd

Director (of the film): Rajesh Krishnan

Production House: Soda Films

Creative Agency: J. Walter Thompson Company

1. MP, JWT Delhi – Joy Chauhan

2. Associate Vice President: Mukund Raina

3. Account Manager: Naman Joshi


1. Vice President & Execute Planning Director: Shujoy Dutta

2. Planning Director: Debasish Das

Creative Team:

1. Chief Creative officer – Senthil Kumar

2. National Creative Director – Sambit Mohanty

3. Executive Creative Directors: Siddharth Prasad, Sundeep Sehgal

4. Creative Director: Gresha Sengupta

5. Girish Kant Singh

Tags JWT India Senthil Kumar DS Group Pulse candy

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