The Dharampal Satyapal Group (DS Group), a major FMCG company, has announced a big digital campaign for its Pulse candy, featuring K-Pop star Aoora. This partnership shows Pulse's move to digital marketing by blending K-pop with the candy's Indian flavors.
The campaign seeks to use Aoora's fame among Indian youth to stand out during the holiday season. This will help Pulse Candy connect even better with Gen-Z, a group that values realistic, exciting, and interesting material. Running from December 24, 2025, to January 3, 2026, the campaign will keep the brand relevant in online discussions and holiday celebrations. Aoora puts a fun, musical spin on the Tangy Pulse persona. His energetic song routine and memorable dance moves combine Christmas cheer with Pulse's distinct tangy flavor.
Pulse Candy has been the top-selling hard candy for the last nine years. Since it came out in 2015, Pulse Candy has changed the market through its special design, constant promotion, and focus on customer experience. In addition, Pulse has created original marketing campaigns and has been one of the first to try new technologies like Artificial Intelligence.
This campaign focuses on social media to naturally spread the word and get people involved. Users are encouraged to make reels and short videos that feature the main hook. To boost how many people participate and how often they see the content, the company is giving away Amazon vouchers worth Rs 2,000 to those who create the most original reels. The winners will be picked during the holiday season.
Arvind Kumar, Senior General Manager of Marketing at Confectionery, DS Group, commented on the campaign by saying “By partnering with Aoora for Christmas, Pulse Candy is continuing its tradition by staying ahead of the cultural curve by tapping into global pop movements. Our collaboration with Aoora is a step in that direction. By combining the worldwide phenomenon that is K-Pop with the fun that characterizes Christmas in India, we are not only launching a digital campaign but are instead creating a lyrical twist that will allow all our fans to co-create with us. This campaign mirrors Pulse’s own identity of being quirky, vibrant and universally loved.”
Key Takeaways from the campaign:
Cultural Fusion
The campaign combines the worldwide popularity of K-pop with Pulse's flavors and local culture. This combination aims to appeal to a wide range of modern Indians.
Targeting Youth
This plan aims to reach young people who are mostly online and spend a lot of time on social media sites such as Instagram.
Interactive engagement strategy & UGC
The core of the campaign is a social media challenge, the #PulseChristmasChallenge. It encourages user-generated content by inviting fans to create their own short videos using a catchy jingle sung by Aoora and a specific hook step. This social-native approach boosts organic reach and brand exposure.
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