Pulse Candy, part of the Dharampal Satyapal Group (DS Group), has launched the fifth edition of its digital initiative, 'Pulse Ka Pandal', as part of the broader Pulse of India campaign. The platform went live on its official website from 22nd September to 2nd October 2025, aiming to engage users with a mix of games, cultural storytelling, and social interaction.
This year’s edition introduces a Festive Treasure Hunt Game, designed to provide an online festival experience reflecting Navratri, Durga Puja, and Ram Leela. Participants navigate a virtual pandal, encountering cultural elements such as dandiya sticks, chaniya choli, dhunuchi, conch shells, chariots, and bows within a 60-second challenge. Completing the game unlocks festive-themed rewards and an AI-personalized greeting that can be shared on social media platforms like WhatsApp and Instagram. The initiative emphasizes participative and social-first engagement while bringing elements of traditional celebrations into a digital setting. Each edition of 'Pulse Ka Pandal' seeks to recreate the atmosphere of the festivals, including depictions of rituals, deities, and celebratory elements, offering a virtual experience that connects cultural heritage with online interactivity.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, "Indian festivals are moments of collective joy, faith and identity that unite people across regions. DS Group is deeply committed to this spirit through the ‘Pulse of India’ campaign. Pulse candy always aligns itself with the local customs and celebrations that matter most to people across India as well as region wise. This approach will continue to evolve, with "Pulse of India" becoming synonymous with the ‘Festivals of India,’ celebrating all major festivals as it connects deeply with both the traditions and emotions of these celebrations. In this edition of the 'Pulse Ka Pandal' campaign, we are taking this connect forward through a Treasure Hunt Game that brings the grandeur of Navratri, Durga Puja and Ram Leela onto a single digital platform. It not only captures the cultural essence of these festivals but also offers today’s youth a participative, shareable way to celebrate them, making Pulse candy an integral part of how India enjoys its festivals.”
Pulse Candy recorded sales of over ₹750 crore at consumer price during FY 2024-25, equivalent to 750 crore Pulse candies sold in a year. This positions the brand as India’s largest distributed hard-boiled candy, marking nine years of sustained market leadership in the segment. Initiatives such as ‘Pulse Ka Pandal’ aim to reinforce consumer engagement, blending cultural experiences with the brand’s confectionery offerings.
