Institute of Marketing Communications India®

DS Group’s Pulse comes up with a New TVC With A New Tangy Twist

DS Group, a leading multi-business corporation and FMCG conglomerate, debuts a new TV commercial for Pass Pass Pulse, India's favorite hard-boiled candy, featuring the timeless message 'Pran Jaaye Par Pulse Na Jaaye' (Life may go, but not Pulse). The ad, crafted by Wunderman Thompson (Delhi), stars Mr. Saurabh Shukla and Mr. Abhishek Banerjee, embodying the brand's essence. It humorously portrays people's extreme measures to hide their beloved Pulse candy.

The storyline revolves around Saurabh Shukla's hand trapped in a jar, with household members struggling to free him. An X-ray reveals he clings to a hidden Pulse candy, unwilling to release it.

DS Group's Pulse candy signifies a treat too good to share. The campaign motto, 'Pran Jaaye Par Pulse Na Jaaye,' encapsulates this notion succinctly. This ad highlights people's amusing endeavors to acquire or conceal their Pulse candy, resonating with the brand's essence.


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