Pulse Candy, one of the popular brands from the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced a strategic collaboration with the Spiderman: Brand New Day movie for a 360-degree consumer engagement campaign.
The association is among the brand’s most ambitious entertainment-led collaborations, bringing together limited-edition packaging, high-impact media and consumer participation at a nationwide scale. The campaign combines the excitement of the Spider-Man: Brand New Day movie with Pulse’s flavor, conveying the message, ‘Even Spider-Man Cannot Resist Pulse.’
The campaign comes alive through a creative narrative that reimagines Spiderman’s iconic persona and Pulse’s flavor, celebrating the candy’s irresistible appeal. The co-branded film depicts the superhero using his signature web to capture Pulse, while innovative outdoor installations extend the storytelling with larger-than-life visuals of Spider-Man reaching across adjoining billboards to grab the candy.
Running from the last week of July to August 30 across digital, outdoor, cinema, retail and social media touchpoints, the integrated execution seamlessly blends entertainment with brand storytelling to reinforce that the candy is so compelling even a superhero cannot resist it. At the heart of this nationwide 360-degree initiative are limited-edition co-branded packs, which transform the product itself into a powerful medium that maximizes visibility and gives consumers a memorable, immersive way to take the collaboration home.
Commenting on the collaboration, Arvind Kumar, senior general manager, marketing, confectionery, DS Group, said, “Pulse Candy has consistently built strong consumer connections by creating experiences that are innovative, culturally relevant and groundbreaking. Spider-Man is one of the world’s most iconic entertainment franchises, with exceptional relevance among Gen Z while also enjoying immense cross-generational appeal. This collaboration reflects our continued focus on building Pulse Candy at the intersection of entertainment and popular culture. Through this campaign, we aim to deepen consumer engagement, strengthen brand affinity and create memorable experiences that celebrate the irresistible appeal of Pulse Candy.”
Speaking about the partnership, Shony Panjikaran, general manager and head, Sony Pictures Releasing International, India said, “Spider-Man has remained one of the world’s most loved superheroes, captivating audiences across generations with his enduring appeal and inspiring stories. We’re delighted to collaborate with Pulse Candy, one of India’s most loved confectionery brands, on a campaign that creatively extends the excitement of Spider-Man: Brand New Day beyond the big screen. This collaboration offers fans a fun and engaging way to celebrate the film while creating memorable experiences through innovative consumer engagement.”
The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a multi-business Corporation with a strong Indian and International presence. Founded in the year 1929, it has an extensive and diverse portfolio with presence in food and beverage, confectionery, mouth freshener, hospitality, agri, luxury retail businesses, and other investments.
Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands.
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Naresh Khanna – 10 February 2025
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