Dharampal Satyapal Group’s confectionery brand Pulse Candy has unveiled the sixth edition of its World Compliment Day initiative, titled ‘Pulse of Moving India’, recognising gig workers and essential service providers who keep the country running.
Live from 27 February to 3 March, the campaign shifts focus from brands to individuals, celebrating delivery partners, transit workers and frontline service providers whose efforts often go unnoticed. The initiative aims to foster a wider culture of gratitude while reinforcing Pulse Candy’s positioning as a cultural connector.
As part of the activation, the brand is collaborating with platforms such as Zepto, Swiggy, Rapido and Myntra, spotlighting delivery and mobility partners who ensure seamless access to daily essentials.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, “We believe that a simple compliment can light up a whole culture of positivity. As part of the sixth year of our World Compliment Day campaign, Pulse candy is celebrating the "Pulse of Moving India," the invisible heroes that are the backbone of our lives today. This campaign is about looking beyond the product to recognize the human spirit that keeps our nation in motion. We want to inspire every Indian, especially the youth, to pause and offer a word of appreciation to those who make our lives easier every single day."
The campaign adopts a region first digital strategy, combining high visibility outdoor thank you billboards with geo targeted media and local language social media collaborations across Instagram, Facebook and X. By aligning outdoor creatives with hyperlocal digital amplification, the brand seeks to create a cohesive nationwide tribute that resonates across communities in their native languages.
With ‘Pulse of Moving India’, Pulse Candy extends its World Compliment Day platform into a broader national conversation, turning a simple compliment into a collective acknowledgment of the workforce powering modern India
