Pulse, the popular candy brand from FMCG major DS Group, has launched the 5th edition of its flagship digital property, Pulse Ka Pandal, under the Pulse of India campaign. Live on www.pulsekapandal.in from September 22 to October 2, 2025, the platform blends gamification, cultural storytelling, and social interactivity to recreate the grandeur of Indian festivals online.
This year’s edition introduces an immersive Festive Treasure Hunt Game, transforming the way festivals are celebrated virtually. Set in a vibrant digital pandal, participants explore the spirit of Navratri, Durga Puja, and Ram Leela, engaging in a 60-second treasure hunt to spot cultural icons like dandiya sticks, chaniya choli, dhunuchi, conch shells, chariots, and bows. Completing the challenge unlocks festive rewards and AI-personalised greetings, instantly shareable on WhatsApp and Instagram, making the experience interactive and social-first.
Arvind Kumar, Senior General Manager – Marketing (Confectionery), DS Group, said:
“Indian festivals are moments of collective joy and identity that unite people across regions. With Pulse of India, we aim to keep Pulse aligned with local customs and traditions, making the brand synonymous with India’s festivals. This year, through the Treasure Hunt Game, we’re bringing the cultural essence of Navratri, Durga Puja, and Ram Leela onto one digital platform, offering youth a participative and shareable way to celebrate.”
Pulse continues to dominate the hard-boiled candy market, recording ₹750 crore at consumer price in FY 2024–25, equivalent to 750 crore candies sold in a single year. Through initiatives like Pulse Ka Pandal, the brand strengthens its cultural connection by creating innovative festival touchpoints that go beyond confectionery.
