- Immersive Treasure Hunt Game brings Navratri, Durga Puja and Ram Leela onto a single digital platform
- Campaign integrates culture with digital innovation
New Delhi, 23 September 2025 – Pulse candy, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, announced the launch of the 5th edition of its flagship digital property, Pulse Ka Pandal, under the umbrella Pulse of India campaign umbrella. Live on www.pulsekapandal.in, from 22nd September to 2nd October 2025, the initiative combines gamification, cultural storytelling and social interactivity to create a festival that thrives as much online as it does on the ground.
In this edition, Pulse Ka Pandal introduces an immersive Festive Treasure Hunt Game that reimagines how festivals are experienced online. The activation brings alive the spirit of Navratri, Durga Puja and Ram Leela in a virtual pandal where fans step into the colours, sound and energy of these iconic festivals. Within this setting, participants take on a fast-paced 60-second treasure hunt, spotting familiar cultural icons, dandiya and chaniya choli, dhunuchi and conch shells, the chariot and bow. Completing the challenge unlocks festive rewards and an AI-personalised greeting, instantly shareable on WhatsApp and Instagram, turning every play into a celebration that is personal, participative and social-first. Each edition of the Pulse ka Pandal recreates the grandeur of the occasions in a virtual pandal, complete with authentic depictions of deities, rituals and celebrations, making the experience both relatable and unforgettable.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, "Indian festivals are moments of collective joy, faith and identity that unite people across regions. DS Group is deeply committed to this spirit through the ‘Pulse of India’ campaign. Pulse candy always aligns itself with the local customs and celebrations that matter most to people across India as well as region wise. This approach will continue to evolve, with "Pulse of India" becoming synonymous with the "Festivals of India," celebrating all major festivals as it connects deeply with both the traditions and emotions of these celebrations. In this edition of the Pulse Ka Pandal campaign, we are taking this connect forward through a Treasure Hunt Game that brings the grandeur of Navratri, Durga Puja and Ram Leela onto a single digital platform. It not only captures the cultural essence of these festivals but also offers today’s youth a participative, shareable way to celebrate them, making Pulse candy an integral part of how India enjoys its festivals.”
Pulse candy recorded over ₹750 crore at consumer price in the FY 2024-25 translating into 750 crore Pulse candies being sold in one year making it India’s largest distributed hard boiled candy. This achievement firmly establishes Pulse candy's strong market leadership in the hard-boiled candy segment for the last 9 years and its sustained appeal to consumers. With initiatives such Pulse Ka Pandal, the brand continues to strengthen its connect with consumers, creating innovative cultural touchpoints that go beyond confectionery.
About DS Group
The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.
As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC.