Campaign India Team
Dec 10, 2018

A candy with a finger on your Pulse

Watch the films conceptualised by JWT here

DS Group's candy brand Pass Pass Pulse have launched three 10-second commercials with quirky and humorous examples of how far people can go to get their hands on Pulse.
 
The TVCs have been conceptualised by J Walter Thompson with the tagline Pran jaaye par Pulse na jaaye. Titled Astronaut, the Swing & the Bedroom, each commercial showcases how the protagonists upon seeing a Pulse Candy in their proximity reach out to grab it, even in unfavorable situations.
 
In the bedroom film, a guy hiding under the bed stretches out to pick up the fallen pulse, thus exposing himself to the lady’s husband or boyfriend.
 
In the swing film, the girl gets smacked on the face with a returning swing as she grabs the Pulse that fell out from a child’s pocket.
 
 
In the Astronaut film, an Astronaut risks his life to not only grab the Pulse floating in space but even opens his helmet to eat it, resulting in a free fall. 
 
 
All three situations accentuate ‘Pran jaaye par Pulse na jaaye’, in a peculiar and amusing way. Shashank Surana, VP, new product development, DS Group, said, “The communication of Pulse is hinged on the temptation to seize a Pulse candy, whatever the circumstances. This three film campaign also highlights the extent to which people go to get a candy in ‘Pran jaaye par Pulse na jaaye’, situations presented in comical and eccentric plots.’’
 
Sundeep Sehgal, ECD and VP, JWT said,”The content consumption nature of consumers has changed and Pulse is a brand which is very conscious of this. As a result for this next round of communication we’ve created short crisp 10 second commercials that are snackable content for the consumers and also work well from an attention perspective. However the challenge remains to deliver an impactful piece of communication without losing the essence of the brand and I feel this is one such example.”
 
Credits:
 
Creative Agency: J. Walter Thompson Company
 
Planning:
 
 Vice President & Executive Planning Director: Shujoy Dutta
 
Planning Director: Debasish Das
 
Creative Team:
 
Executive Creative Director: Sundeep Sehgal
 
Creative Director: Nishant Nanda, Kshitij Chandel
 
Film Department: 
 
Girish Kant Singh
 
Account management:
 
 Vice President: Mukund Raina
 
Account Manager: Naman Joshi
 
Director (of the films): Shirish Daiya
 
Production House:  Jamic Films
Source:
Campaign India

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