This Ganesh Mahotsav, Pulse Candy, a brand of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, marks the fifth edition of its Ganesh Mahotsav celebrations in Maharashtra, bringing alive the larger brand thought, ‘Desh Ki Pulse Se Bana Ganpati Tyohar.’ The campaign will run from 14 to 23 September 2026 across key markets in Maharashtra, including Mumbai, Pune, Nagpur, Nashik, Aurangabad and Jalgaon.
Under this thought, the consumer-facing campaign, ‘Pulse Se Arpan, Bappa Ko Samarpan,’ takes this journey of constant innovation forward by enabling devotees to make a personalized digital Arpan to Bappa through an interactive, Mushak-led experience.
By bringing together the timeless emotion of devotion with technology and participation, the initiative offers a contemporary expression of a deeply rooted tradition. With the insight that large crowds can make it difficult for every devotee to personally make their desired offering, ‘Pulse Se Arpan, Bappa Ko Samarpan’ leverages technology to enable devotees to make a personalized Arpan to Bappa. Once the Arpan is created, a bell rings and Mushak, the divine messenger of Lord Ganesh, appears in different visual styles to carry the devotee’s chosen Arpan to Bappa.
The journey culminates with a confirmation on screen, creating a memorable and personalised moment for the devotee. Adding another meaningful dimension to the immersive experience, consumers will receive a Pulse candy pack and a branded plantable seed-paper card as a symbolic blessing.
For all consumers participating on WhatsApp, a personalized Ganpati greeting will be received, further extending the digital experience. Furthermore, physical activation through a digital Arpan experience on the campaign microsite is also available, enabling consumers to participate in the campaign from anywhere.
Ashish Bhargava, senior general manager, marketing, confectionery, DS Group, said, “Ganesh Mahotsav is one of the most important festivals of Maharashtra, and at DS Group, we deeply understand the emotion, devotion and cultural spirit that define this celebration. Being associated with Lalbaugcha Raja for the fifth consecutive year is a proud moment for the brand and reflects our continued commitment to creating meaningful connections with consumers. For Pulse candy, these cultural moments are an opportunity to bring alive the larger thought of ‘Pulse of India’ — a platform that celebrates the many emotions, traditions and expressions that make India unique. From festivals and regional traditions to everyday moments that bring people together, Pulse of India enables us to engage with the country in ways that are authentic, relevant and distinctly Pulse.
“This year, through ‘Pulse Se Arpan, Bappa Ko Samarpan’, we are taking this thought forward by giving the timeless tradition of Arpan a contemporary expression, using technology to create a personalised and participative experience for devotees. As Pulse candy continues to evolve the way it celebrates India, our endeavour is to make ‘Pulse of India’ a larger, more immersive expression of the country’s diverse cultural spirit, while creating meaningful experiences that consumers can participate in and make their own.”
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Naresh Khanna – 10 February 2025
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