Pulse candy, a popular brand from the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate, has introduced India’s first-ever blow-controlled digital gaming experience called ‘Candy Day The Pulse Way: Surfing Edition’ to celebrate National Candy Day 2025. Developed in collaboration with MakeAR, this innovative campaign integrates technology and interactivity to enhance consumer engagement, marking another pioneering step in Pulse’s marketing strategy.
The game, ‘Candy Day The Pulse Way: Surfing Edition’ is accessible via a dedicated microsite, www.pulsecandyday.com. It invites users to surf through a virtual water body for 60 seconds, collecting Pulse candies while avoiding obstacles. The game will run for one week around National Candy Day. The campaign utilizes advanced motion and gesture recognition technology. The surfing action responds to the user’s blowing gesture, which increases the surfing speed to collect the candies. This playful, participative digital adventure is primarily aimed at Gen Z and youth audiences. To maximize engagement, the game also includes features like leaderboards and social sharing options.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, commented, “Pulse Candy consistently aims to create novel consumer experiences. This year’s blow-controlled digital campaign is a significant leap forward in Pulse’s journey of innovation. Candy Day 2025 demonstrates DS Group’s commitment to technology, creativity, and innovation in deepening emotional connections with our audiences in exciting new ways. This campaign celebrates the joy of Pulse in an imaginative, interactive and tech-forward manner.”
Targeting Gen Z, young adults and digital-first consumers, the Candy Day The Pulse Way: Surfing Edition campaign strengthens Pulse’s brand connection with modern audiences who seek interactive digital experiences. The initiative reinforces Pulse’s standing as a pioneer in technology-driven marketing innovation. Building on the success of last year’s #ScreamForPulse audio-controlled campaign, this gamified experience showcases Pulse’s leadership in adopting next-level technology to deliver an advanced, immersive experience that embodies the brand’s spirit of innovation, fun, and flavour.
