DS Group, a multi-business corporation and a leading FMCG Conglomerate, launched a new TVC for Pass Pass Pulse, the nation’s favorite hard-boiled candy. The brand's foundational message, 'Pran Jaaye Par Pulse Na Jaaye', is echoed once again in the film, where Mr. Saurabh Shukla and Mr. Abhishek Banerjee take center stage, embodying its essence. Conceptualized by Wunderman Thompson (Delhi), this quirky and fun film highlights the fact that people would do just anything to hide their favorite Pulse candy from others.

The storyline of the new TVC film by DS Group shows Saurabh Shukla’s hand stuck in a jar. Everyone in the household tries every possible way to take his hand out, but all the efforts go in vain. An X-ray reveals that he is holding onto a Pulse candy hidden inside the jar and not taking his hand out intentionally to hide it from others.

Commenting on the occasion, Arvind Kumar, general manager, Marketing, DS Foods, DS Group, said, “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pr, ‘Pran Jaaye Par Pulse Na Jaaye, lks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”

Commenting on the campaign, Sundeep Sehgal, senior vice president & ECD, Wunderman Thompson, said, “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining”.

The campaign is now live on leading channels, YouTube, social media, and OTTs.