New Delhi: Pulse candy, one of the most popular brands from Dharampal Satyapal Group (DS Group) — an FMCG conglomerate and multi-business corporation — has announced the launch of its Chhath Gamified Campaign, The Pulse of Festive Run: Chhath Edition. The campaign transforms the deep spiritual devotion of Chhath Puja into an interactive, three-dimensional gaming experience, blending culture with cutting-edge technology.
Designed especially for Gen Z and digital-first audiences, the campaign celebrates Chhath’s vibrance through play, creativity, and cultural pride. Running from 24th to 31st October, the initiative highlights Pulse candy’s continued innovation in using technology and storytelling to create meaningful consumer connections across India.
The Pulse of Festive Run: Chhath Edition brings the festival’s devotion and colours alive through a playful 3D runner game. Players enter a beautifully designed ghat environment where they collect ritual items like sugarcane, fruits, and diyas while dodging obstacles. Pulse candies appear as power-ups, adding excitement and brand recall. The game’s dawn-to-sunrise visuals mirror the sacred essence of Chhath rituals, while each completed run ends with a personalized festive greeting that players can share on social media — turning traditional devotion into a fun, shareable digital experience.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, “Indian festivals are moments of collective joy, faith and identity that unite people. DS Group is deeply committed to this spirit through the ‘Pulse of India’ campaign. Pulse candy always aligns itself with the customs and celebrations that matter most to people across India. This approach will continue to evolve, with ‘Pulse of India’ becoming synonymous with the ‘Festivals of India,’ celebrating all major festivals as it connects deeply with both the traditions and emotions of these celebrations. Our Pulse of Festive Run: Chhath Edition campaign engages today’s digital generation through gamification, making Pulse candy an essential part of how India comes together to celebrate its festivals.”
This initiative is part of the ongoing “Pulse of India” campaign, which celebrates India’s festivals and cultural diversity through innovative activations. Following the success of previous festive initiatives like Pulse Ka Pandal during Navratri, Durga Puja, and Ram Leela, as well as the Ganesh Mahotsava campaign, the Chhath Edition continues Pulse’s mission to merge festivity, digital innovation, and emotional storytelling, reaffirming its place in India’s heart and celebrations.
