Pass Pass Pulse, the candy from DS Group, has rolled out another set of three commercials, taking forward the ‘Pran jaaye par Pulse na jaaye’ narrative that was introduced with the release of its first TV commercial.
Pulse Candy has a tangy twist and offers an experience that starts with a fruity taste and peaks with a tangy surprise; a mouth full of fun and peculiarity, which consumers love. This irresistible fervour for Pulse candy is extended to the brand communication with a tag line of ‘Pran jaaye par Pulse na jaaye’, with quirky and humorous examples of how far people can go to get their hands on Pulse.
The TVCs has 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 unfavourable situations.
In the swing, film the girl gets smacked on the face with a returning swing as she grabs the Pulse that fell out from a child’s pocket. In the film titled ‘Astronaut’, an astronaut risks his life to not only grab the Pulse floating in space but even opens his helmet to eat it, resulting in a free fall. In the third film, a guy hiding under the bed stretches out to pick up the fallen pulse, thus exposing himself to the lady’s husband/boyfriend. All three situations accentuate ‘Pran jaaye par Pulse na jaaye’ in a peculiar and amusing way.
Shashank Surana, VP, New Product Development, DS Group, said, “The Pulse candy has retained the number one position for the 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 extent people go to get one in ‘Pran jaaye par Pulse na jaaye’ situations presented in comical and eccentric plots.”
Sundeep Sehgal, Executive Creative Director and Vice-President, said, “The content consumption nature of consumers has changed and Pulse is a brand that is very conscious of this. So for the next round of communication, we created short crisp 10-second commercials that are snackable content and work well from an attention perspective. The challenge remains to deliver an impactful piece of communication without losing the essence of the brand and I feel this is one such example.”
Dharampal Satyapal Group (DS Group) is a multi-diversified conglomerate, with presence in F&B, hospitality, mouth fresheners, tobacco, packaging and agro forestry. It also entered the dairy and confectionary segment.
Client: DS Group
Creative Agency: J. Walter Thompson Company
Vice-President and Execute Planning Director: Shujoy Dutta
Planning Director: Debasish Das
Executive Creative Directors: Sundeep Sehgal
Creative Director: Nishant Nanda & Kshitij Chandel
Girish Kant Singh
Vice-President: Mukund Raina
Account Manager: Naman Joshi
Production House: Jamic Films
Director (of the films): Shirish Daiya
Campaign elements: TVC/Digital