Pulse continues to honour its loyal community by blending loyalty with new-age consumer trends
New Delhi, May 01, 2026: Pulse Candy, one of the popular brands from the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, announces the launch of the 7th edition of Pulse Loyalty Day with a fresh and unique campaign, #PulseUpYourDrink. The campaign will run from May 1st to May 15th, 2026, with May 1 marking the Pulse Loyalty Day.
Building on the brand’s strong resonance with Gen Z and millennials who are increasingly engaging with Pulse by sharing creative online content across social media platforms, the campaign targets the emerging trend of experimenting with flavours in beverages. With #PulseUpYourDrink, the brand is inviting fans to create innovative mocktails and drinks using Pulse candy, celebrating both individuality and fandom. As part of the campaign, renowned Chefs will create Pulse inspired mocktail recipes for the Pulse community. Fans will then be invited to recreate these signature drinks with their own creative spin on beverages, showcasing their love for the brand in a fun, expressive and contemporary format tagging @passpass_pulse. To further strengthen the youth connect and amplify reach, actor Mannara Chopra is set to join the campaign, adding excitement and wider appeal amongst the younger audiences.
Commenting on the campaign, “Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, “Pulse has always been more than just a candy, its’s an emotion that resonates across generations and reflects the pulse of India. With the 7th edition of Pulse Loyalty Day, we wanted to build on that emotional connection while making the brand more relevant to evolving consumer behaviour. #PulseUpYourDrink is a reflection of how our consumers especially Gen Z and millennial audience are already engaging with the brand in new and creative ways. This campaign is about celebrating that spirit, giving fans a platform to express their creativity and strengthening the bond that makes Pulse truly special.”
The campaign will be leveraging content across the entire digital ecosystem including nano and micro influencers to create excitement around the campaign participation, accelerate user-generated content and build sustained online chatter. Adding to the excitement, 100 lucky Pulse loyalists will stand a chance to win exclusive Pulse branded merchandise, making the celebration both engaging and rewarding.
By blending loyalty with contemporary digital culture, #PulseLoyaltyDay 2026 reinforces Pulse’s positioning as a culturally alive, youth-relevant and conversation-worthy brand. Pulse Candy has been a leader in the hard-boiled candy segment for the last nine years and continues to be a favourite across age groups. Over time, #PulseLoyaltyDay has evolved into a powerful digital fandom phenomenon, a cultural moment for fans who don’t just enjoy Pulse, but live and breathe its signature tanginess and irresistibility.
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. DS Group has aligned its financial performance with global ESG priorities with the launch of a pioneering Double Materiality Assessment across all businesses. Further demonstrating its environmental leadership, the DS Group has a water positivity index at 1.8 across its business units in 30 locations of India.