DS Group’s Pass Pass Pulse candy in partnership with FoxyMoron, has launched ‘Pulse ka Pandal’ to bring festive revelers together and have them experience different festivities across India, with virtual pandals set up on Google My Maps.
‘Pulse ka Pandal’ is a content-tech integrated campaign, conceptualised by FoxyMoron, wherein virtual pandals of the celebrations of Ram Leela from the Lav Kush Mela in Red Fort (New Delhi), Garba Raas from the Karnavati Club in Ahmedabad (Gujarat) and Durga Puja from the Samajh Sevi, Rasbihari (Kolkata) will be live streamed on Google Maps. Revelers can also indulge in virtual interactive games set up in the virtual pandals. The campaign is bolstered by a strong leg of amplification, by creators Kanika Mann, Raj Anadkat and Priyanka Mitra, executed by Pollen, Zoo Media’s creator agency.
Speaking about the campaign, Prachi Bali, National Head Client Partnerships, FoxyMoron (Zoo Media) said, “Given the onset of the ‘return to the office’, the festive season this year is something everyone is looking forward to. Using this insight, we wanted people to feel the ‘pulse’ of festivities across the country no matter where they were, through a click of a button. This campaign is a good example of the integration of media, content, technology and data bolstered by a strong influencer strategy by our creator agency Pollen. The highlight of this campaign is being able to achieve nationwide awareness for Pulse on a tech platform. Integrated and innovative approaches like this, are where FoxyMoron and Zoo Media truly shine. ”
Arvind Kumar, General Manager – Marketing, Dharampal Satyapal Foods Ltd, further shared, “Pulse has effortlessly built a community and is loved by the consumers, that’s why it enjoys the position of being the No. 1 hard boiled candy in India. Thus, it is only fair to do things thoda hatke! This new and innovative approach to building community over this festive season is definitely going to give a unique experience to people. Getting our community to feel connected with festivities in their part of the country or even just quench the curiosity of many to catch the pulse of different celebrations. Additionally, the interactive creatives for this campaign, is surely going to draw high engagement with the enthusiastic and loyal audience of Pulse. ”