Hold on to your sweet tooth because Dharampal Satyapal Foods Ltd, a subsidiary of DS Group, has just launched a new television commercial for Pass Pass Pulse – India’s favorite hard-boiled candy! This new TVC, called ‘Courtroom,’ features two of India’s most talented actors, Saurabh Shukla and Abhishek Banerjee, in a light-hearted courtroom drama setting where Pulse is the key evidence.
The TVC revolves around the core communication of the brand, ‘Pran Jaaye Par Pulse Na Jaaye’ and highlights how the craving for Pulse can make people go to any lengths. In this humorous take on a courtroom situation, the lawyer (Banerjee) presents Pulse candy left at a crime scene as evidence, and everyone present in the court, including the judge (Shukla), raises their hand to claim it.
However, the clever lawyer outsmarts everyone by quickly popping it into his mouth before anyone can grab it.
Conceptualized by Wunderman Thompson, Delhi and directed by Rajesh Krishnan, the new TVC is a perfect example of the brand’s continuous endeavor to engage with consumers in creative and innovative ways to develop a stronger connection.
Pass Pass Pulse, the hard-boiled candy from DS Group, stormed the Indian market with its launch in 2015 and has since become the leading candy brand in India. With its unique and tangy twist to conventional candy flavors, Pulse commands a feeling of fun and peculiarity that each flavor offers.
Available in five mouth-watering flavors – Kachcha Aam, Guava, Litchi, Orange, and Pineapple, Pulse candy has won the hearts of millions of Indians.
The campaign is already live on leading channels like YouTube, social media platforms like Facebook and Instagram, and OTTs such as Hotstar and Zee5, making it impossible for anyone to resist the temptation of indulging in a delicious Pulse candy.
Commenting on the occasion, Mr. Arvind Kumar, General Manager, Marketing, Dharampal Satyapal Foods Limited, said, “‘Irresistibility’ is the core product philosophy of pulse. The behavioural insight of the consumers indicated that Pulse consumers don’t want to share their Pulse candy with anyone. We have built on this premise over the years through our communication Campaigns revolving around the theme, ‘Pran Jaaye Par Pulse Na Jaaye’. This latest TVC also highlights the irresistibility of Pulse in a humorous courtroom drama where everyone present, including the Judge is willing to be labelled as an accused, just to get their hands on Pulse candy.”
Commenting on the campaign, Sundeep Sehgal, Vice President & ECD, Wunderman Thompson, said, “Over the years ‘Pran Jaaye Par Pulse Na Jaaye’ commercials have gained a separate fan base due to their whacky plots and masaledaar twists. And people want more. So, this time we took Tangy Twist a notch higher to increase brand love. We developed crazier stories. We roped in acting powerhouses – Saurabh Shukla and Abhishek Banerjee to take you on a never been before masaledaar journey that you’ll relish for a long time.”