New Delhi: Pulse candy, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate, has launched the 5th edition of its flagship digital property, Pulse Ka Pandal, under the Pulse of India campaign. Live on www.pulsekapandal.in from 22nd September to 2nd October 2025, the initiative merges gamification, cultural storytelling, and social interactivity to create a festival experience that thrives both online and offline.
This year, Pulse Ka Pandal introduces an immersive Festive Treasure Hunt Game, reimagining how festivals are celebrated digitally. The activation brings alive the spirit of Navratri, Durga Puja, and Ram Leela in a virtual pandal, where participants navigate the vibrant colours, sounds, and energy of these iconic festivals. Players take part in a fast-paced 60-second treasure hunt, spotting cultural icons like dandiya sticks, chaniya choli, dhunuchi, conch shells, chariots, and bows. Completing the challenge unlocks festive rewards and an AI-personalised greeting that can be shared instantly on WhatsApp and Instagram, turning every game into a personal, participative, and social-first celebration. Each edition of Pulse Ka Pandal recreates the grandeur of these occasions in a virtual setting, with authentic depictions of deities, rituals, and celebrations, making the experience both relatable and memorable.
Commenting on the initiative, Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, “Indian festivals are moments of collective joy, faith and identity that unite people across regions. DS Group is deeply committed to this spirit through the ‘Pulse of India’ campaign. Pulse candy always aligns itself with the local customs and celebrations that matter most to people across India as well as region wise. 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. In this edition of the Pulse Ka Pandal campaign, we are taking this connect forward through a Treasure Hunt Game that brings the grandeur of Navratri, Durga Puja and Ram Leela onto a single digital platform. It not only captures the cultural essence of these festivals but also offers today’s youth a participative, shareable way to celebrate them, making Pulse candy an integral part of how India enjoys its festivals.”
Pulse candy recorded over ₹750 crore at consumer price in FY 2024-25, translating into 750 crore Pulse candies sold in one year, establishing it as India’s largest distributed hard-boiled candy. This achievement underscores Pulse candy’s strong market leadership in the segment for the past nine years. Through initiatives such as Pulse Ka Pandal, the brand continues to strengthen its connection with consumers by creating innovative cultural touchpoints that go beyond confectionery.
