Pulse (confectionery)

Pulse (Pulse Candy), officially known as Pass Pass Pulse is a hard-boiled candy manufactured by the Indian multinational corporation and a FMCG conglomerate, DS Group (Dharampal Satyapal Group) in India. Launched in 2015, it quickly gained popularity for its unique flavor profile. The candy combines a fruity exterior with a tangy center. The concept of Pulse candy originated from kachcha aam (raw mango), a sour fruit traditionally enjoyed during summers alongside a dried tangy masala (spice mix), which elevates the fruit‘s flavour profile.

History
The product was launched in mid-2015 in Kachcha Aam (raw mango) flavour. Pass Pass Pulse was launched pan India, leveraging the existing distribution network of Pass Pass to reach its target audience. The initial phase of the launch was supported by below-the-line (BTL) activities such as in-shop displays, exclusive merchandise promotions, and focused sampling through various consumer contact events to gain visibility and reach. Following the all-India launch, an above-the-line (ATL) activity plan was drawn up to further promote the brand.

Test marketing of Pulse began in January of the previous year under the Pass Pass umbrella brand. By April, the product was available in Gujarat, Rajasthan, and some areas of Delhi NCR. Distribution then expanded pan India in phases throughout the subsequent months.

In December 2016, Pulse was launched in Guava and Orange flavour all across India.

Pulse currently offers a range of five flavours: Kaccha Aam, Guava, Orange, Pineapple, and Litchi.

Later in 2021, DS Group launched the candy in round small bite size flavour bombs called ‘Pulse Shots’. These shots come in Pulse candy’s delectable Kachcha Aam flavour, all packed in a bite-sized candy.

Pulse also expanded its portfolio by entering into the snack segment with, ‘Pulse Natkaare’. Pulse Natkaare, the on-the-go snack comes in two variants ‘Pulse Natkaare Peanuts’ and ‘Pulse Natkaare Chana Jor’.

Sales
In 8 months of its launch, Pulse's total sales accounted for ₹100 crores, equivalent to Coca-Cola Zero's sales. In 2016, DS Group was producing 300-400 tonnes of Pulse each month. In March 2017, Pulse's overall sales accounted for ₹300 crores, beating the sales of Oreo and Mars Bars. The manufacturer DS Group is also setting up stores in the US, UK and Singapore.

Marketing
Pulse Candy’s commercials use a memorable slogan, "Pran Jaaye Par Pulse Na Jaye," (translated as "Life may go, but not Pulse") delivered through a series of light-hearted and humorous television advertisements. This approach effectively communicates the brand's core message.

Apart from the TVCs, the brand is actively carrying out many campaigns. A unique Ganesh idol using a blend of the five flavours of the hard-boiled candy, Pulse, was unveiled by Dharampal Satyapal Group (DS Group) in Mumbai. This idol has been installed in the famous Lalbaugcha Raja Pandal in Mumbai.

Additionally, AI artist Arun Nura has created a video for the DS Group which encapsulates the spirit of the Ganesh festival, explaining the origins and evolution of Ganesh Chaturthi. The voiceover for the video is by the well-known Indian actor and film director, Shreyas Talpade.

In March 2024, the brand celebrated World Compliment Day with a heartfelt campaign that paid tribute to the local heroes within the society. This campaign adopted a people-centric approach by extending compliments to individuals whose selfless actions serve as the foundation of communities.