New Delhi, India – Dharampal Satyapal (DS) Group’s confectionery brand Pulse Candy has launched the sixth edition of its World Compliment Day initiative, titled ‘Pulse of Moving India’.
Running from February 27 to March 3, the campaign focuses on recognising gig workers and essential service providers across the country. According to the company, the initiative seeks to encourage expressions of gratitude towards delivery partners, transit workers, and other service providers whose roles often go unacknowledged.
Moreover, the campaign builds on previous World Compliment Day editions by the brand, which have highlighted both brands and individuals. This year’s edition centres on what the company describes as the country’s “invisible workforce”, including partners from platforms such as Zepto, Swiggy, Rapido, and Myntra.
To extend the campaign’s reach, the brand is implementing a region-focused digital strategy alongside outdoor advertising. High-visibility ‘Thank You’ billboards are being supported by geo-targeted media placements and regional social media collaborations across Instagram, Facebook, and X (formerly Twitter).
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Arvind Kumar, senior general manager for marketing and confectionery at DS Group, said, “We believe that a simple compliment can light up a whole culture of positivity. As part of the sixth year of our World Compliment Day campaign, Pulse candy is celebrating the “Pulse of Moving India,” the invisible heroes that are the backbone of our lives today. This campaign is about looking beyond the product to recognize the human spirit that keeps our nation in motion. We want to inspire every Indian, especially the youth, to pause and offer a word of appreciation to those who make our lives easier every single day.”
According to the company, the approach is intended to create a coordinated nationwide initiative that highlights local workers within their respective communities and languages.
