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What would you do for Pulse Candy? In its first TVC we find out
ET Brand Equity, 06 April, 2017

With the tagline 'Pran Jaaye Par Pulse Na Jaaye', DS Group rolls out Pulse's TV campaign to strengthen consumer connect

Pass Pass Pulse, the candy from DS Group that stormed the hard-boiled candy market with its launch in 2015 has rolled out its first television commercial. The addictive nature of Pulse candy is extended to the brand communication, with a tag line of 'Pran jaaye par Pulse na jaaye', with quirky and humorous examples of how far people can go to save their favourite Pulse Candy. The first TVC, conceptualized by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on the candy.

The film opens with the protagonist who is asleep in his room - this is when his house mates, on a day off, decide to play a prank on him to get their hands on his Pulse stash. We suddenly see his roommate run in and wake him up, screaming that the house in on fire. The protagonist, in a sleepy state and on seeing smoke and sparks, springs into action. He risks his life to save his hidden Pulse candies; from inside a remote, the one hidden in a DVD drive, to some hidden in a trumpet. Once he has managed to get his hands on all, he rushes out. That's when the plot unravels and he realizes that the fire was a well-crafted ploy that has his friends created so they can get him to reveal his hidden stash. The commercial ends with the tag line, 'Pran jaaye par Pulse na jaaye'.

Shashank Surana, VP, new product development, DS Group says, "Pass Pass Pulse has been a category disruptor and was an instant hit with consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy. With the launch of this TVC, our endeavor is to take the brand's popularity to the next level and further strengthen the consumer connect.''

Shujoy Dutta, vice president and executive planning director, J. Walter Thompson Company, says, "It's well known that candy is an impulse purchase and normally we would assume that this would appeal to children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars - and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on the candy."

Speaking about the TV commercial, Sundeep Sehgal and Siddharth Prasad, executive creative directors, J. Walter Thompson Company, say, "The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn't keep Pulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that's where the campaign idea came from." Commenting on the line 'Pran Jaaye, Par Pulse Na Jaaye' they say "it's a quirky reflection of how people protect their Pulse candy."