DS Group has announced the return of Pulse Ka Pandal, the festive brand IP of its Pulse candy, with a fresh digital-first edition for 2026. Running from 11 to 20 October, the campaign brings Navratri, Durga Puja and Dussehra onto a single mobile-first platform at pulsekapandal.in, building on the brand’s “Pulse of India” philosophy.
Each festival gets its own gamified experience. In “Pulse of Tradition”, participants dress digital characters in festive outfits, accessories and Dandiya elements for a cosplay-inspired take on Navratri. In “Pulse of Shakti”, they design a personalised virtual Durga Puja pandal by choosing decorative and cultural elements. In “Pulse of Victory”, players aim at a virtual Ravan, with each target representing a negative habit or trait they want to overcome, before ending with a personal pledge to leave it behind.
The campaign combines adtech, gamification and personalisation to make tradition something people can step into and make their own. It continues Pulse’s approach of using technology not just as a media channel but as a way to make India’s cultural moments more participative for a younger audience. A select few participants will also be rewarded.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said Pulse Ka Pandal has become a festive IP at the heart of the brand’s “Pulse of India” commitment. He added that the aim is to give young India a space to take part in these traditions in their own way, with the celebration coming first and Pulse Candy simply being part of it.
