Mumbai: DS Group’s popular candy brand Pass Pass Pulse has announced its partnership with Whisper Media to extend its communication reach by recreating its unique outdoor campaign on TV. The campaign showcases the brand’s three variants of the candy, which were integrated into the traffic signal posts in an innovative format.
The campaign aims to deliver the idea through in-content advertising (ICA) on popular general entertainment channels.
Pulse's three most popular flavours, litchi, pineapple, and kachcha aam, are packaged in red, yellow, and green, respectively. Using the significance of these colours in the context of traffic signals, the brand created a seamless, never-before-seen outdoor campaign under the messaging "Pran Jaaye Par Pulse Na Jaaye."
The brand wanted to bring the same magic to the TV audience in Hindi-speaking markets to expand its reach.
Whisper ICAs are enabled to deliver brand communications in multiple formats, which brings the cross-media experience to the audience through the largest medium in the country—TV. Whisper Media has partnered with leading TV broadcasters Disney Star and Zee Network, across all their GEC platforms for HSM and regional, to bring forth this proposition.
In-content advertising digitally embeds a brand message into the content at the post-production phase and elevates the brand from the usual advertising clutter. This enables a brand to deliver a campaign without the hassle of logistics and programming in an impactful manner. The ICA campaign was delivered on the leading GEC channel—Star Plus.
Speaking on this recreation, DS Foods general manager-marketing Arvind Kumar said, "There’s nothing better than being able to replicate a campaign across different mediums which elevates recall among the target audience. We are glad to partner with Whisper Media to be able to seamlessly execute this unique campaign through in-content advertising."
Sharing the idea behind the campaign, Whisper Media head of ad sales-North & East Vikrant Dhawan said, "We are seeing some exciting times in the advertising world where tech is enabling brands to get the attention of the viewers. In this latest campaign, we managed to organically resonate with the offerings that the product has to offer. This showcases the media multiplier effect, enabling higher message recall for the campaign."
