 "In its new campaign for candies, the company uses outlandish scenarios and humour to build greater recall for the brand among young audiences")
Pulse, the hard-boiled candy brand from the Noida-based D S Group that turned in sales worth Rs 300 crore in 2018, the third year since its launch, is expanding its label. The candy that sells for Rs 1 a piece will now also have a mango-flavoured line of beverages and it is adding more flavours to its candy portfolio. But as the brand that is commonly cited as a case study in word-of-mouth marketing, steps out its comfort zone; is it biting off more than it can chew?
In its favour, Pulse has already taken the battle to the
