Over the past few months Pulse – a hard-boiled candy made by the Dharampal Satyapal Group (DS Group), has become a significant name in the confectionery market. In fact, according to a piece that was published in Hindustan Times on March 09, 2017, Pulse candy has registered sales worth Rs 300 crore since its launch in mid-2015.
But did you know that it was only last week that the brand launched its first integrated advertising campaign? In an article published in ETBrandEquity on April 12, 2017, Shashank Surana, VP, new product development, DS Group said, “We believe the TVC should be on air only after the product-placement is at least 60% of the retail shelves.”
Sticking to its target audience, the film, ‘Pran Jaaye Par PULSE Na Jaaye’, shows the extent to which a person can go to hide their favourite candy. The ad film was conceptualised by J. Walter Thompson and is merely 35 seconds long. The simplicity of this advert makes an automatic connect with the audience. One should also focus on the fact that DS group is really not leaving any card unplayed to promote this commercial. It is targeted on YouTube and other social media platforms really well. And of course, it is being played on Indian television sets as well. The brand has set aside a budget of around Rupees 8 crores for the campaign across television, print, radio, outdoor and digital.
We hope that Pulse reaches new heights with this amazing campaign.
Watch the video and give us your feedback.