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Sweet promise of an irresistible treat

DS Group's maiden TV ad for its Pulse candy tries to build mass connect

Sangeeta Tanwar 

DS Group’s kachha aam (raw mango)-flavoured hard-boiled candy Pass Pass Pulse was an instant hit with its launch in 2015. Within a year, Pulse became a Rs 100-crore brand and it is now worth Rs 300 crore. Since its launch, Pulse has grown solely on word of mouth. However, with the brand gaining scale, the manufacturers have taken to mass media to reinforce brand connect with existing consumers and to get new consumers on board.   DS Group has launched first ever campaign for Pulse titled, “Pran jaaye par Pulse na jaaye” showcasing how far people can go to guard ...

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