Pulse Candy, a brand from the Dharampal Satyapal Group (DS Group), has announced a digital campaign featuring K-pop artist Aoora (Park Min-jun). The campaign forms part of the brand’s ongoing digital marketing efforts and is aimed at younger audiences in India.
The campaign runs from 24 December 2025 to 3 January 2026 and combines elements of K-pop music with Pulse Candy’s existing brand positioning. It features Aoora in a music-led digital film, supported by a dance hook step designed for short-form video platforms. The campaign coincides with the Christmas and year-end festive period.
Speaking about the campaign, Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, “By partnering with Aoora for Christmas, Pulse Candy is continuing its tradition by staying ahead of the cultural curve by tapping into global pop movements. Our collaboration with Aoora is a step in that direction. By combining the worldwide phenomenon that is K-Pop with the fun that characterizes Christmas in India, we are not only launching a digital campaign but are instead creating a lyrical twist that will allow all our fans to co-create with us. This campaign mirrors Pulse’s own identity of being quirky, vibrant and universally loved.”
The campaign follows a social-media-led approach, encouraging users to create reels and short videos using the featured hook step. As part of the initiative, participants can enter a contest where selected entries will receive Amazon vouchers worth Rs 2,000. Entries are to be submitted during the campaign period via Instagram.
Pulse Candy has been present in the hard-boiled candy segment since its launch in 2015. The brand has focused on marketing initiatives and has adopted technologies such as artificial intelligence as part of its outreach and engagement strategies.
.jpg)
.jpg)
