Pulse Candy, one of the flagship brands from the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, today announced its high-decibel digital campaign featuring global K-Pop icon Aoora (Park Min-jun). This strategic partnership marks an evolution in Pulse’s digital-first marketing journey by blending the global cultural phenomenon of K-pop with the brand’s signature Indian tanginess.
Leveraging Aoora’s massive popularity among Indian youth, the campaign has been designed to cut through the festive clutter and further establish Pulse Candy’s resonance with the Gen-Z audience that seeks authenticity, energy and engaging content. The campaign is live from 24th Dec 2025 – 3rd Jan 2026, keeping the brand right at the centre of the digital conversations and celebratory moments of the season. The campaign brings a fresh, lyrical twist to the Tangy Pulse brand avatar, with Aoora delivering a fun, high-energy musical performance and a catchy hook step that blends the joy of Christmas with Pulse’s signature tangy vibe.
DS Group’s iconic brand, Pulse Candy, is adding a global twist to the holiday season with its latest Christmas campaign featuring K-pop sensation Aoora. The collaboration reflects the brand’s vibrant, youth-driven identity and its commitment to staying ahead of cultural trends through creative digital storytelling.
A Fusion of K-Pop and Indian Festivities
In a move that blends global pop culture with India’s festive excitement, Pulse Candy’s new campaign brings together the playful energy of Christmas and the infectious rhythm of K-Pop. The initiative focuses on social engagement, encouraging fans to express their creativity and join the brand’s celebration through interactive content.
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.”
Engaging Fans Through Social Media
At the heart of the campaign lies a social-native strategy designed for high engagement and organic reach. Fans are encouraged to create Instagram Reels and short-form videos using the campaign’s signature hook step, celebrating both Pulse’s playful personality and the joy of the season.
To boost participation, Pulse has introduced an exciting reward contest, where the most innovative and entertaining Reels stand a chance to win Amazon vouchers worth ₹2,000. Winners will be announced during the festive season, adding even more excitement to the celebration.
Pulse Candy: Leading with Innovation and Flavor
Since its launch in 2015, Pulse Candy has revolutionized India’s hard-boiled candy segment with its bold flavors and tangy center, holding the market leadership position for over nine years. Beyond its unforgettable taste, Pulse has consistently stood out for its innovative marketing strategies and early adoption of emerging technologies like Artificial Intelligence (AI) — strengthening its connection with today’s tech-savvy, trend-aware consumers.
With this campaign, Pulse Candy once again proves why it remains one of India’s most loved and forward-thinking confectionery brands — combining global culture, creativity, and community engagement in every bite.
