DS Group’s Pass Pass Pulse Candy launched a content-tech integrated campaign ‘Pulse Ka Pandal’ in association with Carat India. The first-of-its-kind campaign brought together festive revellers from across India to experience the various festivals through virtual pandals set up on Online Maps.
Executed by Carat India, the media agency from dentsu India, Pulse Ka Pandal live streamed virtual pandals of Ram Leela from the Lav Kush Mela at Red Fort (New Delhi), Garba Raas from the Karnavati Club in Ahmedabad (Gujarat), and Durga Puja from the Samajh Sevi, Rasbihari (Kolkata). For the record, Carat India handles the digital media mandate for Dharampal Satyapal Foods Ltd.
To further strengthen the campaign, the brand also collaborated with local influencers like Kanika Mann, Raj Anadkat and Priyanka Mitra for regional amplification. Furthermore, the digital experience included engagement activities and contests on each of the mapped celebrations, wherein users could engage and win incredible prizes in the form of online gift vouchers.
Commenting about the campaign, Anita Kotwani, CEO, Carat India said, “Use of technology in all aspects of marketing communication is one of the key focus areas for Carat. ‘Pulse ka Pandal’ offered a great opportunity for us to enhance user experience around festive celebration with technology and influencers at the helm.”
Speaking on the occasion, Arvind Kumar, General Manager – Marketing, Dharampal Satyapal Foods Ltd. added, “India is a treasure trove of festivals and Sharad Navratri brings alive the festive spirits in the believers. The entire country celebrates Navratri and Dussehra with diverse traditions. ‘Pulse Ka Pandal’ will converge the traditions from various states on a single platform, whilst creating an innovative social media campaign that is exciting, resonates with our audience, and leaves a lasting impression. This campaign’s interesting and engaging content will surely add to the festive revelry.”
