Kolkata: The Dharampal Satyapal Group (DS Group), an FMCG conglomerate, has launched the third season of its much-loved Pujoy Pulse campaign, in collaboration with TV9 Bangla. Running from September 4 to October 8, 2025, the campaign is themed around Pulse Golmol, a tangy imli-flavoured delight designed to evoke nostalgia and mirror the priceless traditions of Durga Puja.
This year’s edition celebrates “GOL KA MOL” – the timeless and sacred circular motifs that embody Durga Puja, from the bindi and dhunuchi to the dhak, rosogolla, and puja thali. At the heart of the campaign are the women of Bengal, honored as both custodians of tradition and change makers in society.
The campaign brings alive this philosophy through multiple touchpoints:
- AI Storytelling Film: Gol-Mol ReAImagined, a video celebrating circular motifs as priceless traditions, spotlighting women as cultural carriers.
- Exclusive Roundtable – Real-life Durgas: A televised and digital series featuring women achievers from Bengal, sharing their journeys and reflections on Pujo.
- Celebrating Women Artisans: A video series on women artisans of West Bengal, followed by a felicitation event at TV9 Studio.
- Pujoy Pulse Canter Roadshow: Covering 22 towns, featuring a giant 3D “Imli” installation, interactive Wheel of Blessings game, and AI caricatures — blending fun with cultural connection.
Speaking about the campaign, 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.”
Amritanshu Bhattacharya, Managing Editor and Business Head, TV9 Bangla, added, “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.”
