Brands
DS Group takes Pulse candy to Anime India Convention in Kolkata
Candy brand eyes Gen-Z recall through experiential and creator-led play
KOLKATA: DS Group is taking its confectionery brand Pulse Candy into new cultural territory, marking its first foray into India’s anime fandom at the Anime India Convention 2026 in Kolkata.
The move signals a deliberate shift towards experience-led, youth-focused marketing as consumer brands chase attention in passion-driven spaces rather than traditional media. The two-day convention, held on 14 and 15 February, offers Pulse a testing ground for Gen-Z engagement at scale.
Pulse has set up a 24-square-metre experiential zone designed to fuse confectionery branding with anime and cosplay culture. The activation features well-known cosplay participants, including Alisa, popularly known as Ruru, portraying fan-favourite characters Momo and Marin to drive organic interaction and social sharing.
The brand is also deploying anime-themed photo booths and interactive gaming challenges such as “Race to Pulse” and “Grab the Pulse”, encouraging visitors to create and tag content across Instagram and other platforms. The strategy leans heavily on peer amplification and creator credibility rather than overt advertising.
“Anime is shaping Gen-Z culture through creativity and community,” said DS Group senior general manager, marketing—confectionery Arvind Kumar. He said the initiative reflects the company’s push towards immersive formats that blend entertainment with brand storytelling.
Pulse’s anime debut comes as the brand looks to extend its relevance beyond mass confectionery into youth-led subcultures. Launched in 2015, Pulse has led India’s hard-boiled candy segment for nine consecutive years, building its equity on unconventional flavours and high-impact marketing.
Industry executives view the initiative as part of a broader recalibration among FMCG brands, where experiential spend and cultural relevance are increasingly being treated as long-term brand investments rather than short-term promotions.
Brands
Ola Electric announces Champion Mahotsav with Rs 10,000 benefits
Three-day offer across scooters and motorcycles celebrates India’s T20 World Cup win
BENGALURU: Ola Electric has announced #ChampionMahotsav, a three-day nationwide celebration offering benefits worth Rs 10,000 across its vehicle portfolio, following India’s historic third ICC Men’s T20 World Cup victory.
During the limited-period celebration, customers can avail benefits worth Rs 10,000 on any Ola scooter or Roadster motorcycle, extending the festive mood among fans after the national triumph.
An Ola Electric spokesperson said the initiative builds on the strong response received during the company’s earlier Match Mahotsav campaign held during the tournament final.
“Our Match Mahotsav during the T20 World Cup Final received an incredible response from fans across the country. To celebrate India’s historic third T20 World Cup victory, we are extending the celebrations for three more days with #ChampionMahotsav, offering benefits worth Rs 10,000 on any Ola vehicle,” the spokesperson said.
Ola Electric currently offers a broad portfolio of Gen 3 S1 scooters and Roadster X motorcycles.
The premium Gen 3 S1 range includes the Ola S1 Pro+ in 5.2kWh and 4kWh configurations, and the Ola S1 Pro in 4kWh and 3kWh options, priced at Rs 1,85,338, Rs 1,65,338, Rs 1,39,999 and Rs 1,19,999 respectively.
In the mass segment, the company offers the Ola S1 X+ with a 4kWh battery, along with the Ola S1 X in 2kWh, 3kWh and 4kWh configurations, priced at Rs 1,14,999, Rs 77,999, Rs 93,999 and Rs 1,09,999 respectively.
Ola’s motorcycle line-up includes the Ola Roadster X+ in 4.5kWh and 9.1kWh configurations priced at Rs 1,04,999 and Rs 1,84,999. The Ola Roadster X is available in 2.5kWh, 3.5kWh and 4.5kWh options, priced at Rs 74,999, Rs 87,999 and Rs 94,999 respectively.
With #ChampionMahotsav, the company aims to ride the celebratory wave across the country while encouraging more consumers to switch to electric mobility.
