Pass Pass Pulse, the candy from DS Group that stormed the hard-boiled candy market with its launch in 2015 has rolled out its first TV commercial. Pulse Candy, with a tangy twist, makes it standout! It offers an experience that starts with a fruity taste and peaks with a tangy surprise. A mouth full of fun and peculiarity, the consumers love. This irresistible fervor for Pulse candy is extended to the brand communication, with a tag line of ‘Pran jaaye par Pulse na jaaye’, with quirky and humorous examples of how far people can go to save their favourite Pulse Candy. After all, one does not like to part with precious belongings.
The first TVC, conceptualized by J. Walter Thompson Company, is the master commercial that outlines the length to which people will go to hide their Pulse Candy and also the extent people will go to get their hands on a Pulse Candy.
The film opens on the protagonist who is asleep in his room – this is when his house mates, on a day off, decide to play a prank on him to get their hands on his Pulse stash. We suddenly see his roommate run in and wake him up, screaming that the house in on fire. The protagonist, in a blurred sleepy state on seeing smote and sparks, actually assumes that the house is on fire, as he sees his friends running to collect their precious belongings. This is when our guy springs to action, rushing to save his hidden Pulse Candies; from inside a remote, the one hidden in a DVD drive, to some, hidden in a trumpet. Once he has managed to get his hand on the stash, he rushes out. That’s when the plot unravels, a well-crafted ploy that has his friends creating the fire and smoke, amongst others. At the end, the plot succeeds and he has to give up his hidden stash of candies, but not until he manages to keep one for himself. The commercial ends with the tag line that says - ‘Pran jaaye par Pulse na jaaye’
Speaking on the brand, Mr. Shashank Surana, VP, New Product Development, DS Group said, “Pass Pass Pulse has been a category disruptor and was an instant hit with the consumers across age groups since its launch. Thus, the idea was to create a campaign, which can reiterate the love of consumers for the Pulse candies. The TVC beautifully showcases this emotion, demonstrating the popularity of the candy .With the launch of this humorous TVC, our endeavor is to take the brand’s popularity to the next level and further strengthen the consumer connect.’’
Shujoy Dutta, Vice President & Executive Planning Director, J. Walter Thompson Company said “It’s well known that candy is an impulse purchase and normally we would assume that this would appeal to the children. But when we were commissioned to work on the brand we discovered that the appeal of the candy spanned all age groups. Consumers enjoyed it so much that they were also buying them in jars – and during the development of the campaign we heard that the demand outstripped the supply and it became difficult to get your hands on the candy.”
Speaking about the TV commercial, Sundeep Sehgal and Siddharth Prasad (Executive Creative Directors, J. Walter Thompson Company) said “The challenge of working on a candy campaign is that the category has already seen a large volume of work and expectations from candy advertising are high. We were looking for a unique, fresh take that would give people yet another reason to love Pulse. We noticed that people in office wouldn’t keep Pulse on their tables, but in a drawer or behind a book or something. A little game of hide and seek was playing out right in front of us, and that’s where the campaign idea came from.” Commenting on the line ‘Pran Jaaye, Par Pulse Na Jaaye’ they said “it’s a quirky reflection of how people protect their Pulse candy.”
Pulse Candy is a case study in itself. A brand that was first launched in 2015, has redefined the candy category, literally. Differentiation in terms of the flavour combination and innovation of being more than just a regular candy has worked in its favour. Pulse is a combination of loved & exceptional fruit flavours like Kaccha Aam, Guava &Orange combined with a tangy core that’s driving consumers to love it so much. A taste that is so irresistible, that it has consumers wanting more; the essence, which the new commercial captures.
Campaign elements: TVC/Digital/ Outdoor/Radio/BTL activations
Client: DharampalSatyapal Ltd `
Director (of the film): Rajesh Krishnan
Production House: Soda Films
Creative Agency: J. Walter Thompson Company
1.Sr. Vice President & Executive Business Director: Subho Sengupta
2.Associate Vice President: Mukund Raina
3.Account Manager: Naman Joshi
1.Vice President & Execute Planning Director: Shujoy Dutta
2.Planning Director: Debasish Das
1.Executive Creative Directors: Siddharth Prasad, Sundeep Sehgal
2.Creative Director: Gresha Sengupta