The Dharampal Satyapal Group (DS Group), a multi-business corporation and FMCG company, has announced the launch of the third season of its ‘Pujoy Pulse’ campaign in collaboration with TV9 Bangla. The campaign will run from 4 September to 8 October and is centred around Pulse Golmol, a product that combines tangy imli flavours.
The theme for this year is ‘GOL KA MOL’, which focuses on circular motifs associated with Durga Puja, such as the bindi, dhunuchi, bangles, dhak, rosogolla, and puja thali. The campaign will also highlight the role of women in Bengal, particularly their contributions to tradition and culture.
As part of the campaign, an AI storytelling film titled Gol-Mol ReAImagined will be released. The campaign also includes a roundtable series called Real-life Durgas, featuring women from West Bengal discussing their experiences and perspectives on how Durga Puja has evolved. These videos will be available on the campaign’s Facebook, Instagram, and YouTube pages operated by TV9 Bangla.
Another component of the campaign is a video series featuring women artisans from West Bengal, detailing their history and work. Selected artisans will be felicitated at an event held at the TV9 Studio.
In addition, the campaign will include the Pujoy Pulse Canter Roadshow, an interactive “wheel of blessings”, and AI-generated caricatures.
Ashish Bhargava, Senior General Manager, Marketing, Confectionery, DS Group, said, “As Bengal prepares to welcome Durga Puja 2025, Pujoy Pulse Season 3 unfolds as a heartfelt tribute to the Priceless Traditions of Pujo, the women artisans of Kumartuli who shape its beauty, and the timeless memories it rekindles. This year, we present these traditions in a fresh and intriguing way, with the philosophy of Gol Ka Mol, where every GOL tells a story of continuity, from the bindi that adorns to the dhunachi that sways, from the rosogolla that delights to the puja thali that unites. At the center of it all stand the women of Bengal, the keepers of culture, the spirit of resilience, and the heartbeat of the celebrations. With Pulse Golmol as the soul of this campaign, DS Group celebrates not just the festival, but the women, the artistry, and the community that make Durga Pujo an eternal celebration of joy and togetherness."
Mr Amritanshu Bhattacharya, Managing Editor and Business Head, TV9 Bangla, said: “Pujoy Pulse has become a cultural moment in itself, a celebration of Bengal’s heritage, blended with modern storytelling and community engagement. This year, the campaign deepens its roots by spotlighting women, artisans, and everyday traditions that keep Pujo alive across generations. TV9 Bangla is again proud to partner with DS Group for this cultural voyage that we undertake every year in the run up to Pujo.”
