J. Walter Thompson creates TV campaign for DS Group's Pulse candy

The tag line ‘Pran jaaye par Pulse na jaaye’ establishes the appeal of Pulse candy

e4m by exchange4media Staff
Updated: Apr 12, 2017 7:59 AM
J. Walter Thompson creates TV campaign for DS Group's Pulse candy

Pass Pass Pulse, the candy from DS Group that was launched in 2015, has rolled out its first TV commercial. The fervor for Pulse candy is extended to the brand communication, with a tag line of ‘Pran jaaye par Pulse na jaaye’. The first TVC, conceptualized by J. Walter Thompson Company, outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a Pulse Candy.

The film opens with the protagonist who is asleep in his room, when his house mates decide to play a prank on him to get their hands on his Pulse stash. We suddenly see his roommate run in and wake him up, screaming that the house is on fire. The protagonist, in a blurred sleepy state on seeing smoke and sparks, assumes that the house is on fire, as he sees his friends running to collect their precious belongings. This is when he springs to action, rushing to collect and save his hidden Pulse candies; from the inside of a remote, the one hidden in a DVD drive, to some hidden in a trumpet. Once he has managed to get his hand on the stash, he rushes out. That’s when the plot unravels; a well-crafted ploy that has his friends creating the fire and smoke. At the end, the plot succeeds and he has to give up his hidden stash of candies, but not until he manages to keep one for himself. The commercial ends with the tag line that says ‘Pran jaaye par Pulse na jaaye’.

Speaking about the brand, Shashank Surana, VP, New Product Development, DS Group, said, “Pass Pass Pulse has been a category disruptor and was an instant hit with consumers across age groups since its launch. Thus, the idea was to create a campaign to reiterate the love of consumers for Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy. With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.”

Shujoy Dutta, Vice President and Executive Planning Director, J. Walter Thompson Company, said, “It’s well known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars, and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on the candy.”

Speaking about the TV commercial, Sundeep Sehgal and Siddharth Prasad (Executive Creative Directors, J. Walter Thompson Company), said, “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keep Pulse on their tables, but in a drawer or behind a book or something. A little game of hide-and-seek was playing out right in front of us, and that’s where the campaign idea came from. Commenting on the line ‘Pran jaaye par Pulse na jaaye’ they said that it’s a quirky reflection of how people protect their Pulse candy.”

Creative Credits:

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

Client: Dharampal Satyapal

Director (of the film): Rajesh Krishnan

Production House:  Soda Films

Creative Agency: J. Walter Thompson Company

Account management:

1.       Sr. Vice President & Executive Business Director: Subho Sengupta

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

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