Pulse continues to celebrate the unwavering loyalty of its fans — turning love for a candy into a cultural movement
New Delhi, April 30th , 2025 — Pulse Candy, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and a multi-business corporation celebrates the Fourth Edition of #PulseLoyaltyDay. Pulse Candy has been a leader in the hard boiled candy segment for the last nine years and continues to be a favourite amongst consumers of all age groups. The #PulseLoyaltyDay campaign runs from April 28th to May 3rd, 2025, with May 1st being the central day.
More than just a campaign, #PulseLoyaltyDay has evolved into a community ritual, uniting fans across age groups, geographies, and digital platforms. This annual celebration pays tribute to the candy’s most loyal fans — those who don’t just enjoy Pulse, but live and breathe its signature tanginess and irresistibility. Now in its fourth edition, the 2025 campaign continues to deepen the emotional bond between Pulse and its fandom through digital-first storytelling, and fan-generated content. The theme this year centres around rewarding unwavering fan love with immersive and expressive formats that turn loyalists into brand champions.
The digital celebration will unfold on Instagram through a four-part contest series, each designed to spotlight a unique facet of fan loyalty:
1. Brand Loyalty Challenge – A trivia contest that tests fans on Pulse’s history, flavors, and cultural moments.
2. Pulse Tagline Reimagined – A creative challenge where fans reinterpret the iconic line “Pran Jaaye Par Pulse Na Jaaye” through Reels, memes, or stories.
3. Emotional Pulse Moments – A platform for fans to share their most cherished Pulse memories — whether hilarious, emotional, or nostalgic.
4. Logo Pride Activation – A show of brand solidarity where fans switch their profile pictures to the Pulse logo for a day.
From heartfelt videos to quirky content, the campaign encourages Pulse lovers to express their obsession in their own authentic voice.
“Pulse is not just a candy — it’s an emotion, a shared cultural phenomenon that brings people together,” said Arvind Kumar, GM, Marketing, Confectionery, DS Group. “With #PulseLoyaltyDay, we’re celebrating that rare brand fandom that has stood the test of time. It’s about giving our fans the stage and spotlight they deserve. This year, with a strategic blend of digital activations, we’re bringing fans even closer to the brand they adore. Pulse Loyalty Day is our way of spreading warmth, appreciation, and a little everyday joy — one compliment, one memory, and one smile at a time.”
With its growing digital community and emotionally charged storytelling, #PulseLoyaltyDay reaffirms Pulse’s place as more than a product — it’s a symbol of nostalgia, fun, and unshakable loyalty.
For more information and to join the celebration, follow @PassPassPulse on Instagram and use the hashtag #PulseLoyaltyDay.
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, Society Of Salad, 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.