We are living in times where people are accepting various challenges on social media and keeping their audiences engaged. And in order to promote their winner in the hard-boiled candy segment, Pulse, D S Group has taken advantage of the rising popularity of social media challenges and have combined it with influencer marketing strategy.
In collaboration with Zoo Media’s Foxymoron and its influencer and talent management agency, Pollen, the group has launched a fresh and innovative challenge. It is called the “Pulse Lapak Challenge”. Conceptualized by Wunderman Thompson, Gurugram, the #PulseLapakChallenge involves placing a Pulse candy on the back of one’s fist and throwing it in the air, only to grab it back using the same hand, before it falls down. After the first attempt with one candy, the person attempting the challenge will throw two candies in air followed by three and the like. The one with the maximum number of candies caught in 20 seconds wins!
The challenge has been launched digitally by popular faces like Abhishek Nigam, Prince Narula, Surabhi-Samriddhi and Avneet Kaur.The challenge tests you on many parameters- cognitive performance, agility as well as dexterity. Many celebrities and influencers have attempted this challenge and many are seen enjoying it.On completing the challenge they have even nominated their friends to attempt the challenge. The winner with the maximum number of candies caught mid-air, stands to win an Apple Watch and online vouchers upto Rs 25,000/-.
Arvind Kumar, GM Marketing, DS Confectionery Products Ltd. said, “Following the massive success of the #PulsePePulseChallenge, we wanted the #PulseLapakChallenge challenge to be as engaging for our active digital community. I am confident that this light-hearted challenge will help us not only grow our community but connect with them over laughs.”