DS Group’s confectionery brand Pulse Candy has partnered with the upcoming Spider-Man: Brand New Day movie for a nationwide 360-degree consumer engagement campaign. The collaboration brings together one of India’s most popular candy brands and the iconic superhero through an integrated marketing initiative spanning digital, outdoor, cinema, retail and social media.

Built around the message “Even Spider-Man Cannot Resist Pulse,” the campaign celebrates the candy’s signature flavour with a playful creative concept. The campaign film features Spider-Man using his iconic web to grab a Pulse Candy, reinforcing the brand’s irresistible appeal. The storytelling extends to outdoor installations, where larger-than-life visuals depict the superhero reaching across adjoining billboards to capture the candy.

Running from the last week of July until August 30, the campaign also features limited-edition co-branded Pulse packs, allowing consumers to take home a collectible piece of the collaboration while boosting the brand’s visibility at retail.

Commenting on the partnership, Arvind Kumar, Senior General Manager – Marketing, Confectionery, DS Group, said the collaboration reflects Pulse Candy’s strategy of creating culturally relevant and engaging consumer experiences. He added that Spider-Man’s popularity across generations makes the partnership an ideal fit to strengthen brand affinity and deepen consumer engagement.

Shony Panjikaran, General Manager and Head, Sony Pictures Releasing International, India, said the collaboration extends the excitement of Spider-Man: Brand New Day beyond cinemas by offering fans a fun and immersive way to connect with the franchise.

With entertainment-led brand partnerships continuing to gain momentum, the campaign positions Pulse Candy at the intersection of pop culture and consumer engagement while leveraging one of the world’s most recognisable superhero franchises.