Staff Reporter –
Get ready to indulge in Pujo celebrations as Pulse Candy, one of India’s most iconic candy brands, and TV9 Bangla, the choice of Bhadralok, announce “Pujoy Pulse,” an exciting on-ground initiative set to capture the joyous spirit of the festivities across 22 cities in West Bengal. This unique campaign aims to engage with the local community and spread the joy of the season while celebrating the tangy and sweet taste of Pulse Candy.
Pujoy Pulse is not just an initiative, it’s a celebration of the vibrant culture and traditions of West Bengal during the auspicious Durga Puja season. The campaign is set to kick off on September 23rd, 2023, from Kolkata and will traverse through 22 cities in West Bengal, making stops at some of the most iconic and festive locations. Two specially designed canters will take the lead, adorned with colorful decorations and vibrant artwork that reflect the essence of Durga Puja.
The highlight of the campaign is the life-size Candy Boxes shaped like Pulse Candy, filled with real Pulse Candies, creating a visual delight for onlookers. The campaign, to culminate in Kolkata, will feature interactive elements, contests, and giveaways, ensuring that everyone can participate in the festivities.
Also, during the roadshow, TV9 reporters will accompany the canters, catching the pulse of participants on Puja festivities in line with the brand imagery of Pulse candy, which signifies unrestricted fun.
Recognizing the importance of community and culture, Pujoy Pulse aims to strengthen the bond between the brand and the people of West Bengal by actively participating in their celebrations.
The journey is layered with contests facilitated by emcees, wherein participants will receive instant gratifications upon answering interesting questions around the brand. Whilst playing the trivia quiz, emcee will invite everyone to scan the QR code and participate in the Pujoy Pulse contest. There will also be an alternate participation option through manual form provided by the promoters.
An exciting digital contest is also planned around the activity. Participants will need to spot the canter in their area, click a selfie with the branded vehicle, and share the selfie on social media platforms using the hashtag #PujoyPulsePhoto.
At select Durga Puja Pandals in Kolkata, exclusive “Pulse Zones” carrying branding elements will be set-up for meaningful engagements.
Raktim Das, Chief Growth Officer, TV9 Network, said: “We invite everyone to join us on this exciting journey as we embark on the Pujoy Pulse campaign. Beyond ensuring that our partner Pulse Candy’s brand objectives are met, we are adding a CSR dimension to it, aimed at extending a helping hand to artisans who make Durga idols. TV9 Bangla will recognise the unflinching contribution of idol makers from the traditional potters’ quarter through the campaign.”
Announcing this unique initiative, Mr. Arvind Kumar, General Manager, DS Foods Limited (Confectionery) expressed, “DS Group is thrilled to partner with TV9 for the ‘Pujoy Pulse’ campaign on the occasion of the Durga Puja, celebrated with fervor and encapsulates the very soul of West Bengal. With this initiative, we seek to deepen the connection between our brand and our cherished consumers. This campaign stands as a testament to our unwavering dedication to preserving and exalting the cultural legacy of West Bengal.”
‘Pujoy Pulse’ is more than just an event; it’s a tribute to West Bengal’s rich culture and traditions during the auspicious Durga Puja season. As the campaign reaches its culmination in Kolkata, it promises to be a vibrant celebration filled with interactive elements, contests, and giveaways, ensuring that everyone can fully engage in the festivities. Beyond the festivities, ‘Pujoy Pulse’ is also a compassionate social cause initiative with the objective of increasing awareness about the exceptional contributions of West Bengal’s idol makers. These talented artisans, who have crafted idols for generations, will have their stories brought to the forefront. With the aim of spotlighting the extraordinary contributions made by the skilled idol makers of West Bengal, the campaign seeks to garner support for these communities and promote sustainable livelihoods.
The campaign will be amplified through news stories with participant interviews and video bytes of brand custodians. Social media amplification would consist of Roadshow capsules, activity updates, winner announcements, information on route-map etc.
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