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DS Group rolls out 3 new TVCs for Pulse candy

The TVCs are conceptualised by J Walter Thompson

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MUMBAI: Taking forward its ‘Pran jaaye par Pulse na jaaye’ narrative, Pass Pass Pulse, the candy from DS Group, has rolled out another set of three commercials. The TVCs have been conceptualised by J. Walter Thompson Company and 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.

Speaking on the brand DS Group VP – new product development Shashank Surana said, “The Pulse candy has retained number one position, 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.’’

DS Group executive creative director and vice president Sundeep Sehgal added, “The content consumption nature of consumers has changed and Pulse is a brand which is very conscious of this. As a result for this next round of communication, we’ve created short crisp 10 second commercials that are snackable content for the consumers and also work well from an attention perspective. However, 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.”

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