Mumbai: MOMS Outdoor has conceptualised and executed a high-impact out-of-home (OOH) campaign for DS Group’s Pulse Candy, bringing the brand’s collaboration with Spider-Man to life through an immersive outdoor experience across Mumbai.
Built around the campaign thought, “Even Spider-Man Cannot Resist Pulse,” the execution transforms cityscapes into storytelling canvases, blending entertainment with brand communication. The campaign reimagines the iconic superhero in a uniquely Indian context, with Spider-Man’s signature web creatively extending across multiple outdoor formats to capture consumer attention.
According to MOMS Outdoor, the campaign aims to go beyond conventional outdoor advertising by creating visually engaging installations that encourage audience interaction while reinforcing Pulse Candy’s brand proposition.
Commenting on the campaign, Jayesh Yagnik, CEO, MOMS Outdoor, said, “Outdoor advertising has the unique ability to turn everyday spaces into unforgettable brand experiences. For Pulse Candy, we wanted to go beyond conventional branding and create an execution that would instantly capture attention and make people stop and engage. By creatively extending Spider-Man’s web across multiple outdoor formats, we transformed a simple campaign into an immersive visual spectacle. It is a great example of how contextual creativity, strategic planning and flawless execution can elevate outdoor advertising into a powerful storytelling medium.”
The campaign is part of an integrated consumer engagement initiative by DS Group, one of India’s leading FMCG companies and diversified business conglomerates, which has partnered with Spider-Man for Pulse Candy.
MOMS Outdoor is a part of Madison World, India’s homegrown communication agency established in 1988. The group operates several specialised OOH businesses, including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison and retail specialist MRP. Through its 11 business units, Madison World serves more than 500 advertisers and works with brands including Asian Paints, Raymond, Pidilite, Swiggy, Oppo, Rado, Bajaj, Caltex, PepsiCo and ITC.
