TLDR: DS Group’s Pulse candy has launched ‘The Pulse of Festive Run: Chhath Edition,’ an interactive 3D gamified campaign designed to engage Gen Z with the traditions of Chhath Puja. This initiative blends cultural storytelling with technology, allowing users to collect ritual items in a game and share personalized festive greetings, aiming to amplify brand love and digital engagement.
Pulse candy, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced the launch of its Chhath Gamified Campaign, The Pulse of Festive Run: Chhath Edition. This innovative initiative is specifically designed to transform the profound spiritual devotion integral to Chhath Puja into an immersive, three-dimensional gaming experience. The campaign successfully serves the dual purpose of engaging the youth while simultaneously honoring the deep-rooted and cherished traditions of this significant festival. Designed for Gen Z and digital-first youth, the campaign captures the spirit of Chhath through play, creativity, and cultural pride, making it engaging and entertaining in today’s connected world. Live from 24th Oct – 31st Oct, the campaign reiterates Pulse candy’s leadership in blending creativity, technology and cultural storytelling to connect meaningfully with consumers across India.
The Pulse of Festive Run: Chhath Edition brings the devotion and colour of Chhath Puja alive through a playful, 3D experience. It also emphasizes symbolic design, with dawn-to-sunrise visuals representing the essence of Chhath rituals. Users are invited to engage with a gamified version of the festival, set against a beautifully rendered 3D ghat environment, players collect ritual items such as sugarcane, fruits, and diyas while dodging playful obstacles. Pulse candies appear as power-ups, infusing the gameplay with brand recall and delight. Each thrilling run culminates into a personalized festive greeting, allowing users to share their Chhath joy across social platforms, turning tradition into a shareable and celebratory experience. The campaign aims to create high-impact digital engagement and amplify Pulse’s brand love across the country.
Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group said, “Indian festivals are moments of collective joy, faith and identity that unite people. DS Group is deeply committed to this spirit through the ‘Pulse of India’ campaign. Pulse candy always aligns itself with the customs and celebrations that matter most to people across India. This approach will continue to evolve, with “Pulse of India” becoming synonymous with the “Festivals of India,” celebrating all major festivals as it connects deeply with both the traditions and emotions of these celebrations. Our Pulse of Festive Run: Chhath Edition campaign engages today’s digital generation through gamification, making Pulse candy an essential part of how India comes together to celebrate its festivals.”
This unique initiative is a part of the long-running Pulse of India campaign, which celebrates India’s festivals, culture and traditions through innovative campaigns. Following the success of festive-led initiatives like Pulse Ka Pandal during Navratri, Durga Puja, and Ram Leela, as well as the Ganesh Mahotsava campaign, this new Chhath edition continues Pulse’s mission to blend festivity with digital storytelling.
