Overview

The Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi‑business corporation, announced the return of its Pulse Ka Pandal festive brand IP for 2026, launching a fresh, digital‑first edition that aligns with its ‘Pulse of India’ philosophy of celebrating India’s cultural moments.

Campaign Details

Pulse Ka Pandal 2026 will host three major Indian festivals—Navratri, Durga Puja and Dussehra—on a single interactive, mobile‑first platform accessible at pulsekapandal.in. The rollout is scheduled from 11 to 20 October 2026, matching the festive calendar, and aims to engage participants nationwide through immersive, gamified experiences.

Interactive Features

  • Navratri – “Pulse of Tradition”: Users dress digital characters in festive outfits, accessories and Dandiya elements, creating a contemporary, cosplay‑inspired expression of the celebration.
  • Durga Puja – “Pulse of Shakti”: Participants virtually design and personalize their own Durga Puja pandal, selecting design, decorative and cultural elements to build a unique digital pandal.
  • Dussehra – “Pulse of Victory”: Users aim at a virtual Ravan, with each target symbolising a negative habit or personal trait they wish to overcome; the experience ends with a personal pledge to abandon that habit, echoing the triumph of good over evil.

Rewards and Engagement

Select participants will be rewarded for their involvement, reinforcing the campaign’s goal of making festivals participative and youth‑friendly.

Executive Comment

Mr. Arvind Kumar, Senior General Manager – Marketing, Confectionery, DS Group, stated that Pulse Ka Pandal has evolved into a festive IP that provides a space where young India can discover, take part in and express traditions in their own way, emphasizing that the celebration comes first and Pulse Candy is simply a part of it.

DS Group Background & ESG Highlights

Founded in 1929, DS Group operates across Food & Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail and other investments, with brands such as Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol and Namah. The DS Headquarters has earned LEED Platinum certification and LEED Zero Carbon certification from the US Green Building Council. The group has aligned its financial performance with global ESG priorities through a Double Materiality Assessment and reports a water positivity index of 1.8 across its business units in 30 Indian locations. More information is available at www.dsgroup.com.