Pulse Candy launched in 2015 has been a market leader in this Rs 3100 crore Hard Boiled Candy market in India. This market is growing steadily at 9% and thus in the current competitive scenarios, it becomes imperative for a brand to remain on top of the mind of its consumers. Brands these days are trying hard to convey their messages in interesting and innovative ways to grab consumer attention. Pulse had earlier released its campaign ‘Pran Jaaye Par, Pulse Na Jaaye’ which was very well received by the audience.
The New Ads
Going with the trends and targeting the audience on Social Media with less attention span, Pulse has released 10-second videos, which convey the brand story in a fun and effective manner. The ads still focus on ‘Pran Jaaye Par, Pulse Na Jaaye’ emotion. All three ads showcase people indulging in various activities but almost forgetting what they are doing or where they are when it comes to Pulse.
https://www.youtube.com/watch?time_continue=1&v=azXeNwhAKkg
Also Read: Here’s Why Pulse Ruled Indian Candy Market
Brand Speak
“We believe that great brands are built on consistent messaging and great content. Also, consumers very well received the previous campaign. Our current communication is the creative expression of consumer responses, reflecting their love for Pulse’s ‘irresistibility’ with the tagline – ‘Pran jaaye par Pulse na jaaye’. The current campaign aims to build upon the foundation of the previous one,” says Shashank Surana, vice president, new product development, DS Group.
Though TV has always been the main medium for Pulse ads, the brand is all set to focus on the digital push and hence these short and sweet 10 seconder videos have been developed.
Agency Speak
“Pulse is so irresistible that one finds it difficult to part with this candy and people find innovative ways of doing things to avoid sharing it. The new campaign is an extension of the previous campaigns wherein we have highlighted stories we came across about people not sharing the candy,” says Sundeep Sehgal, executive creative director, JWT.
As of now Pulse is available in Kachcha Aam, Guava, Orange, Pineapple and Lichi flavors and is extremely popular across all age groups.
“As the brand evolves, we shall further explore new flavors and product formats. Our latest offering – Pulse Zero – is the first sugar-free, no-salt candy in the country,” informs Surana.
