Pulse Candy, a brand from FMCG conglomerate Dharampal Satyapal Group (DS Group), has announced a strategic collaboration with the Spider-Man: Brand New Day movie for a 360-degree consumer engagement campaign.
The campaign features a co-branded film, which depicts the superhero using his signature web to capture Pulse. Outdoor installations extend the storytelling with larger-than-life visuals of Spider-Man reaching across adjoining billboards to grab the candy.
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Running from the last week of July to August 30, the campaign spans digital, outdoor, cinema, retail and social media touchpoints. At the heart of campaign are limited-edition co-branded packs that give consumers a memorable, immersive way to take the collaboration home.
Commenting on the collaboration, Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group said, "Pulse Candy has consistently built strong consumer connections by creating experiences that are innovative, culturally relevant and groundbreaking. Spider-Man is one of the world's most iconic entertainment franchises, with exceptional relevance among Gen Z while also enjoying immense cross-generational appeal. This collaboration reflects our continued focus on building Pulse Candy at the intersection of entertainment and popular culture. Through this campaign, we aim to deepen consumer engagement, strengthen brand affinity and create memorable experiences that celebrate the irresistible appeal of Pulse Candy."
Shony Panjikaran, General Manager and Head, Sony Pictures Releasing International, India added, "Spider-Man has remained one of the world's most loved superheroes, captivating audiences across generations with his enduring appeal and inspiring stories. We're delighted to collaborate with Pulse Candy, one of India's most loved confectionery brands, on a campaign that creatively extends the excitement of Spider-Man: Brand New Day beyond the big screen. This collaboration offers fans a fun and engaging way to celebrate the film while creating memorable experiences through innovative consumer engagement."
