Pulse candy has become popular with its dynamic taste of raw mango with a tangy twist and Scarecrow will be providing it a differentiated strategy in keeping with the long-term vision for the business
BestMediaInfo Bureau | Delhi | December 28, 2015
Scarecrow Communications has won the creative duties of DS Group’s popular candy brand, Pulse. After hosting a multi- agency pitch, DS group finally decided to hand over the creative duties to Scarecrow.
Pulse Candy has become a huge rage across the country. It encompasses a dynamic taste of ‘Kachcha aam’ with a surprise tangy twist in it. With innovative and exciting flavours that appeal to Indian customers, ‘Pulse’ is an exciting new powder- filled candy that has the requisite differentiation of flavour and format.
Pulse candy was initially test marketed in Rajasthan and Gujarat, however looking at an overwhelming response , the company decided to go ahead and launch it across the country.
Commenting on the association with Scarecrow, Rajeev Jain, AVP – Marketing, DS Group, said, “We are expanding our offerings in the candy segment by entering the hard boiled candy segment. Pulse is already creating quite a frenzy in this segment and with the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand in the mind of the consumers. The creative approach presented by Scarecrow fitted in well with our long-term strategy and vision for the business. We look forward to their active participation in this endeavour.”
Manish BhattManish Bhatt, Founder- Director, Scarecrow Communications, added, “DS Group has created iconic brands like Rajnigandha, Pass Pass, Catch and many more. DS Group has strengthened its faith in Scarecrow by adding Pulse as a second brand after assigning Ksheercreatives to us last year. Candy is a fun category and DS group has very ambitious plans for it. The team at Scarecrow is really excited to contribute in Pulse’s growth.”
Arunava Sengupta, Founder -Director, Scarecrow Communications, said, “Pulse is a great product, now along with the marketing team of DS, we would like to make it a great brand that India talks about. We are looking forward to some exciting work ahead.”
