Mumbai: Pulse Candy, a flagship brand of Dharampal Satyapal Group (DS Group), has launched a unique Maha Kumbh campaign as an extension of its Pulse of India initiative. In a first-of-its-kind move, the brand has introduced an end-to-end generative AI-powered video that captures the grandeur of the Maha Kumbh, blending India’s spiritual heritage with cutting-edge technology.
Developed by White Rivers Media, the video narrates the journey of Maha Kumbh—from its deep-rooted historical origins to its present-day significance. Using AI-generated hyper-realistic visuals, the campaign brings the story of the sacred event to life, providing devotees with an immersive digital experience.
Complementing its digital storytelling, Pulse Candy has created interactive on-ground experiences for devotees attending Maha Kumbh in Prayagraj. Key brand touchpoints include:
- Sangam Kalash – Special jars for devotees to collect sacred river water.
- Branded Boats – Facilitating pilgrim journeys to the confluence of rivers.
- Pooja Bags – Designed to carry prayer offerings and essentials.
- Interactive Games – Engaging devotees with entertaining experiences.
Arvind Kumar, GM, Marketing, DSFL, emphasized the brand’s commitment to blending technology with cultural heritage, “For us, connecting with India’s cultural moments has always been about creating meaningful experiences, both on-ground and through innovative tech. Pulse Candy has always been a brand that understands the pulse of India—whether in its bold, tangy burst of flavour or in the way it engages with cultural touchpoints. This campaign is about making these sacred moments accessible and relatable to every Indian, ensuring that the spirit of Maha Kumbh can be experienced, both physically and virtually. DS Group is proud to promote India’s heritage by combining cutting-edge AI technology with deep-rooted traditions. This initiative helps those attending the Mahakumbh engage with cultural touchpoints that have already been implemented here.”
Shrenik Gandhi, CEO of White Rivers Media, highlighted the synergy between culture and technology, “India’s love for tradition and innovation coexists, just like Pulse Candy—a brand that blends nostalgia with a burst of unexpected flavour. Maha Kumbh embodies a similar essence, rooted in history yet constantly evolving with time. Using AI, we reimagined this divine gathering through a hyper-realistic narrative, ensuring that just like the lingering taste of Pulse, the story of Maha Kumbh stays with audiences long after they’ve experienced it.”
By integrating AI-driven storytelling with on-ground experiences, Pulse Candy has crafted a campaign that resonates across generations and geographies. As Maha Kumbh 2025 unfolds, the brand continues to strengthen its connection with millions, blending tradition with innovation for a truly immersive experience.
