New Delhi: Pulse Candy, a flagship brand from the Dharampal Satyapal Group (DS Group), has launched a high-decibel digital campaign featuring global K-Pop icon Aoora (Park Min-jun), marking a new milestone in the brand’s digital-first marketing journey. The festive campaign blends the worldwide appeal of K-Pop with Pulse Candy’s signature Indian tanginess to strengthen its connect with Gen Z consumers.
Live from December 24, 2025 to January 3, 2026, the campaign aims to cut through festive clutter by tapping into Aoora’s strong popularity among Indian youth. Designed as a social-native initiative, the campaign features Aoora in a fun, high-energy musical performance, complete with a catchy hook step that fuses Christmas cheer with Pulse’s quirky, tangy brand persona.
Speaking about the campaign, Arvind Kumar, Senior General Manager – Marketing, Confectionery, DS Group, said, “By partnering with Aoora for Christmas, Pulse Candy is continuing its tradition by staying ahead of the cultural curve by tapping into global pop movements. Our collaboration with Aoora is a step in that direction. By combining the worldwide phenomenon that is K-Pop with the fun that characterizes Christmas in India, we are not only launching a digital campaign but are instead creating a lyrical twist that will allow all our fans to co-create with us. This campaign mirrors Pulse’s own identity of being quirky, vibrant and universally loved.”
At the core of the initiative is a strong participative element, encouraging users to create reels and short-form videos using the campaign’s hook step. To further drive engagement, Pulse Candy has introduced a reward mechanic, offering Amazon vouchers worth Rs 2,000 to consumers who create the most innovative reels during the festive window.
Pulse Candy has been leading the hard-boiled candy segment and has maintained its market leadership for the past nine years. Since its launch in 2015, the brand has consistently redefined the category through distinctive marketing initiatives and by adopting emerging technologies such as Artificial Intelligence, delivering memorable and culturally relevant experiences to consumers.
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