DS Group’s candy brand Pulse appoints Scarecrow Communications for creative duties

Scarecrow Communications India has won the creative duties of DS Group’s popular candy brand, Pulse. After hosting a multi agency pitch, DS group finally decided to hand over the creative duties to Scarecrow.

Pulse Candy has become a huge rage across India. It encompasses a dynamic taste of Kachcha aam with a surprise tangy twist. With innovative and exciting flavours that appeal to Indian customers, Pulse is an exciting new powder filled candy that has the requisite differentiation of flavour and format.

Pulse candy was initially test marketed in Rajasthan and Gujarat, however looking at an overwhelming response, the company decided to go ahead and launch it across the country.

Commenting on the association with Scarecrow, Rajeev Jain, AVP – Marketing, DS Group, said, “We are expanding our offerings in the candy segment by entering the hard boiled candy segment. Pulse is already creating quite a frenzy in this segment and with the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand in the mind of the consumers. The creative approach presented by Scarecrow fitted in well with our long-term strategy and vision for the business. We look forward to their active participation in this endeavour.”

Manish Bhatt, Founder Director, Scarecrow Communications, added, “DS Group has created iconic brands like Rajnigandha, Pass Pass, Catch and many more. DS Group has strengthened its faith in Scarecrow by adding Pulse as a second brand after assigning Ksheer creatives to us last year. Candy is a fun category and DS group has very ambitious plan for it. Confectionery categories has shown India some iconic advertising like.The Team Scarecrow is really excited to contribute in Pulse’s growth.”

Arunava Sengupta, Founder Director, Scarecrow Communications commented, “Pulse is a great product, now along with the marketing team of DS, we would like to make it a great brand, that India talks about. We’re looking forward to some exciting work ahead.”