MxMIndia

Tag: Pulse Candy

  • Titled 'Courtroom' featuring Saurabh Shukla and Abhishek Banerjee

    Wunderman Thompson launches new TVC for Pulse candy

    By Our Staff

     

    Dharampal Satyapal Foods Ltd, a part of DS Group, has launched a new TVC for Pass Pass Pulse hard-boiled candy, titled, ‘Courtroom’. The TVC features Saurabh Shukla and Abhishek Banerjee in the role of a judge and a lawyer respectively and has been conceptualised by Wunderman Thompson, Delhi and directed by Rajesh Krishnan.

     

    Arvind Kumar, General Manager, Marketing, Dharampal Satyapal Foods Limited, said: “Irresistibility’ is the core product philosophy of pulse. The behavioural insight of the consumers indicated that Pulse consumers don’t want to share their Pulse candy with anyone. We have built on this premise over the years through our communication Campaigns revolving around the theme, ‘Pran Jaaye Par Pulse Na Jaaye’. This latest TVC also highlights the irresistibility of Pulse in a humorous courtroom drama where everyone present, including the Judge is willing to be labelled as an accused, just to get their hands on Pulse candy.”

     

    Commenting on the campaign, Sundeep Sehgal, Vice President & ECD, Wunderman Thompson, added: “Over the years ‘Pran Jaaye Par Pulse Na Jaaye’ commercials have gained a separate fan base due to their whacky plots and masaledaar twists. And people want more. So, this time we took Tangy Twist a notch higher to increase brand love. We developed crazier stories. We roped in acting powerhouses – Saurabh Shukla and Abhishek Banerjee to take you on a never been before masaledaar journey that you’ll relish for a long time.”

     

  • Takes forward the narrative of ‘Pran Jaaye Par Pulse Na Jaaye’ humorously

    Pulse Candy’s latest ad campaign banks on humour to drive its point

    By A Correspondent

     

    Pass Pass Pulse Candy has rolled out a set of two new TVCs, taking forward the humrous storyline of ‘Pran jaaye par Pulse Na Jaaye’. These will be an addition to the earlier series of three short commercials.

     

    The two new TVCs are titled ‘The Classroom’ and ‘Dangal’. Conceptualised by Wunderman Thompson, the films capture the extent to which people will go for sourcing their Pulse candy.

     

    Commenting on the campaign, Arvind Kumar, JGM, Marketing, DS Confectionary Products said: “Both the TVCs of Pulse are  playful with lots of twisted-humour that ends  with a catchphrase; ‘Pran jaaye, par Pulse na jaaye’, highlighting the irresistibility of the Pulse candy. This reverberates with the messages put out by fans in the social media space and is validated by its No.1 in the Hard boiled candy segment for the last three years, reflecting the admiration and acceptance for the brand in the market.”

     

    Added Sundeep Sehgal, Executive Creative Director and Vice President at WT: “Telling a story in 10-15 seconds is always more challenging than conventional long-format storytelling. This is the second phase of short films on Pulse and we didn’t want to let go the format we created for the brand. It worked for the brand and we want to operate in the same space, while dialling up the irresistibility or pagalpan people have for the Pulse candy. With Dangal and Classroom films, we found new dimensions to keep the brand’s essence alive – “Pran Jaaye Par Pulse Na Jaaye” and deliver a campaign that is impactful and memorable.”