Launched in 2015, Pass Pass Pulse is known to be one of the ‘disruptors’ in the hard-boiled candy (HBC) category of the larger confectionary segment. And what sets it apart from other players in the market is not just its fruit flavors with a tangy twist at its center or core, but also its brand marketing strategy and intellectual properties such as Pulse Compliment Day, Pulse Candy Day, and Pulse Ganesh Mahotsav.
That being said, Dharampal Satyapal Foods as a company garnered over 30 awards across various categories owing to its unique and innovative marketing campaigns both digitally and on-ground in FY24.
And most recently, one of the brand’s marketing initiatives which was executed by MOMS Outdoor Media Solutions on the occasion of Uttarayan in the Great Rann of Kutch- ‘Pulse Of The Sky’ made it to the Limca Book of Records 2024 for ‘Most kites on a single line’.
Speaking to Marketing Mind exclusively on the conceptualisation of the same, Jyotiroop Barua, Business Head- Confectionery, DS Group, stated that people from all walks of life celebrate the occasion of Uttarayan with great enthusiasm by flying kites and therefore, from a brand standpoint, what Pass Pass Pulse perceived it to be was an opportunity to do something disruptive yet unique by leveraging the topical event effectively.
“Conducting thorough research, we discovered that the previous record for kite flying stood at 1,002 kites. Inspired to make a mark, we set an ambitious goal of flying 1150 kites on a single string, surpassing the previous record and setting a new standard of achievement,” he said.
With this, he also mentioned that what this campaign essentially did for Pass Pass Pulse was that it exemplified the brand’s ethos and commitment to being disruptive, innovative and impactful when it comes to brand building via campaigns and score higher on the effectiveness quotient of topical events as well.
For a brand whose products’ consumption spans from teenagers aged 15 years to individuals aged over 60 years even though the target audience primarily ranges in the youth demographic of 18-40 years, being featured in the Limca Book of Records 2024 holds a special significance and marks an ‘immortal’ milestone for it flew a train of 1,150 kites on a single line with a thread measuring 1,155 meters between 1:00 pm to 2:16 pm on February 25, 2023 at the Rann of Kachchh, Gujarat.
Commenting on the importance of Out-Of-Home activations in the media mix of Pass Pass Pulse, Barua stated that as the media landscape and consumer needs evolve DS Group’s food Division- DS Foods has adapted the mix to align with current industry trends.
“Our budget is strategically allocated across both traditional and digital channels, prioritizing tactical campaigns that drive high brand recall, engagement, and spark conversations. And Out-Of-Home (OOH) advertising remains a valuable tool in our strategy, deployed strategically to disrupt the market and achieve campaign objectives,” he pointed out.
Emphasising on the growth of the Confectionery segment at large, he emphasised that the same stands out amongst various product categories as particularly dynamic and given the brand’s position in the impulse purchase category and the evolving market landscape, the focus of Pass Pass Pulse remains on consistently introducing new products and variants.
To add more gravitas to his take here, he shared the example of how Pulse has effectively launched new product lines such as Pulse Shots.
“Currently offering five flavors of Pulse candy, including Kachcha Aam, we have a few new formats and flavors in the pipeline for launch during the fiscal year 2024-2025,” he said.
Apart from Pass Pass Pulse, it is the recently acquired LuvIt brand and Chingles which are also a part of DSFL’s confectionary category. Of the two, it is Chingles- a chewing gum brand introduced in 2011 which is known for its refreshing flavors and superior quality and has emerged as a preferred choice for consumers seeking delightful and flavorful chewing gum options, with popular flavors like mint and tutti-frutti.
“Recently, Chingles Gums, in line with the commitment to innovation and leveraging emerging trends and technology, made waves by becoming the first Indian chewing gum brand to introduce an innovative AI PrankBot, named “Master-Lee.” This AI PrankBot is dedicated to curating and recommending harmless pranks in various language scripts, adding a new dimension to consumer engagement,” he said.
Additionally, he also mentioned that DSFL has established a strong presence in the Indian ethnic confectionary market as well with brands like Pass Pass and Rajnigandha Silver Pearls as the two have earned consumer trust with its commitment to quality and tradition, reflecting DSFL’s dedication to premium products that enrich the sensory experience and honor cultural heritage.
Apart from the campaign milestone that the brand has unlocked for Limca Book Records, DS Group’s confectionary arm has also attained the significant milestone of surpassing Rs 1,000 crores in annual sales turnover in FY24 and emerged as the second-largest confectionary player in the non-chocolate category and commanding a leadership position in the Hard Boiled Candy (HBC) and Indian ethnic confectionary (IEC) segments.
In fact, over the last three years, the confectionary division of DS Group has grown at a CAGR of over 20% while the industry has grown at 9%. And having touched upon a significant milestone from a business POV, the company plans to accelerate its business with a CAGR of approximately 30% over the next five years through organic and inorganic growth.
Currently, the company holds a dominant position in North and East India and is strategically expanding its presence in South and West India, contemporizing its ethnic product portfolio while focusing on Gen Z habits, strengthening modern trade channels, capitalizing on influencer marketing, and harnessing new-age technologies to amplify product reach and accentuating the corporate ideology of ‘Create What is Worth Creating’.
