New Delhi, India — Pulse Candy, a flagship brand of the Dharampal Satyapal Group (DS Group), has launched a digital campaign featuring global K-Pop artist Aoora Park Min-jun, bringing international pop culture influence to its marketing in India.
The campaign, running from December 24, 2025, to January 3, 2026, aims to engage Gen-Z consumers during the festive season through high-energy musical content and interactive social media activations. Aoora performs a choreographed hook step that blends Pulse Candy’s tangy flavour with a festive, celebratory theme.
Speaking about the campaign, Arvind Kumar, senior general manager, marketing, confectionery, DS Group, said, “By partnering with Aoora for Christmas, Pulse Candy is continuing its tradition by staying ahead of the cultural curve by tapping into global pop movements. Our collaboration with Aoora is a step in that direction.”
Arvind continued, “By combining the worldwide phenomenon that is K-Pop with the fun that characterises Christmas in India, we are not only launching a digital campaign but are instead creating a lyrical twist that will allow all our fans to co-create with us. This campaign mirrors Pulse’s own identity of being quirky, vibrant, and universally loved.”
Moreover, the campaign adopts a social-native format designed for organic engagement, encouraging users to create short-form videos and reels using the hook step.
Pulse Candy has led the hard-boiled candy segment in India for the past nine years, since its launch in 2015. The brand has been known for marketing initiatives that combine memorable consumer experiences with emerging technologies, including early adoption of Artificial Intelligence in campaigns.
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