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Tag: Shashank Surana

  • The TVCs have been conceptualised by J. Walter Thompson Company

    DS Group takes humorous rote for Pass Pass Pulse

    By A Correspondent

     

    Pass Pass Pulse, the candy from DS Group, has rolled out a set of three ad films promoting the product. This takes forward the ‘Pran jaaye par Pulse na jaaye’ narrative that was introduced with the release of the first TVC.

     

    The TVCs have been conceptualised by J Walter Thompson Company and the three commercials being released are titled, Astronaut, the Swing and 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 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.’’

     

     

  • The tagline ‘PranJaaye Par Pulse Na Jaaye’ establishes the magnetic appeal of Pulse candy

    DS Group rolls out second film for Pulse candy

    By A Correspondent

     

    Pass Pass Pulse has rolled out its second TV commercial. The TVC has been conceptualised by J. Walter Thompson.

     

    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 cashback scheme.’’

     

    Added Shujoy Dutta, Vice President & Executive Planning Director, J. Walter Thompson:“Our first commercial on Praanjaaye par Pulse najaye 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.”

     

     

  • The tagline 'PranJaaye Par Pulse Na Jaaye' establishes the appeal of Pulse candy

    JWT works up a humorous tale for Pulse candy

    By A Correspondent

     

    Pass Pass Pulse, the candy from DS Group, has rolled out its first TV commercial with a tag line of ‘Pranjaaye par Pulse najaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy.

     

    The first TVC, conceptualised by J. Walter Thompson Company, is the master commercial that 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.

     

    Speaking on 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 the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the 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.’’

     

    Said Shujoy Dutta, Vice President and Executive Planning Director, J. Walter Thompson Company:“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, SundeepSehgal 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 ‘PranJaaye, Par Pulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.”