MAM
DS Group’s Pulse launches new TVC with a new tangy twist
Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Pass Pass Pulse, the nation’s favorite hard-boiled candy. The brand’s foundational message, ‘Pran Jaaye Par Pulse Na Jaaye’, is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take center stage, embodying its essence. Conceptualised by Wunderman Thompson (Delhi), this quirky and fun film highlights the fact that people would do just anything to hide their favorite Pulse candy from others.
The storyline of the new TVC film by DS Group shows Saurabh Shukla’s hand stuck in a jar. Everyone in the household tries every possible way to take his hand out, but all the efforts go in vain. An X-ray reveals that he is holding onto a Pulse candy hidden inside the jar and not taking his hand out intentionally to hide it from others.
Commenting on the occasion, DS Group general manager, marketing, DS Foods, Arvind Kumar said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”
Commenting on the campaign, Wunderman Thompson SVP & ECD Sundeep Sehgal said: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining”.
The campaign is now live on leading channels, YouTube, social media, and OTTs.
DS Group is known for its expertise in innovative Indian flavours and fragrances. Pass Pass Pulse, the hard-boiled candy from DS Group stormed this market with its launch in 2015 and since then, is the leading candy brand in India. The tangy twist to the conventional taste makes Pulse an absolute standout! Pulse Candy continuously endeavours to engage with consumers through creative and innovative ways to develop a stronger connection. Launched in 2015, Pulse Candy comes in five mouth-watering flavours, i.e., Kachcha Aam, Guava, Litchi, Orange, and Pineapple. The brand continues to enjoy popularity with the burst of tanginess and a feeling of fun and peculiarity that each flavour commands.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
