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Marketing Featured South Asia

Pass Pass Pulse shows appreciation to loyalty customers via personalised social media messages

Mumbai, India – Confectionery brand Pass Pass Pulse in collaboration with advertising agency FoxyMoron, published dedicated social media posts to say thank you to their most dedicated fans (known as Pulse Deewana’s) for their loyalty and love shown over the years on Loyalty Day.

The Pulse digital community across social media platforms has grown from strength to strength over the last few years. Fans engage with the brand’s posts daily with witty responses expressing their love, re-sharing posts and even going as far as creating unique artwork. With this observation, Pulse used data insights to identify a few loyal fans and dedicated personalised thank you posts to them in the brand’s quintessential style.

Speaking on the campaign, National Head Client Partnerships and Business Head, FoxyMoron, Prachi Bali, said, “At FoxyMoron we drive campaigns from the lens of data, tech, and creativity and this campaign showcases the ability of ORM to create personalised brand experiences, drive consumer delight and grow the brand’s community.” 

Arvind Kumar, general manager – marketing, Dharampal Satyapal Foods Ltd. commented, “We are proud to have built a brand that people love. This campaign gives us the opportunity to express our gratitude to our consumers for their support in this journey of success. I believe engagements like this not only help us show the community that we care and appreciate their steady support, it also helps us create a stronger bond and affinity with them.”

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Marketing Featured South Asia

Pulse compliments Colgate, others in campaign for World Compliment Day

Mumbai, India – Pass Pass Pulse, one of the leading candy brands in India, has launched its annual World Compliment Day campaign. World Compliment Day is an annual brand property in which Pulse lauds select brands that are the ‘pulse’ of their category for their outstanding contributions.

With the campaign conceptualised and created by FoxyMoron, Pulse complimented this year confectionary brands like Colgate, Amul, Maruti, Domino’s, Sleepwell, amongst others, using quirky copy and smart design. The campaign recognizes the efforts of these brands intending to engage in targeted brand banter on social media.

Pulse’s creative with Colgate on Instagram

Arvind Kumar, general manager for marketing of Dharampal Satyapal Foods Ltd., said, “Pulse’s World Compliment Day campaigns have gained a lot of traction over the last 3 years. Brand banter as a concept has become popular over the years and Pulse is proudly one of the early adopters and trendsetters in this space. We are confident that Pulse’s brand voice is going to lead to great engagement and banter across multiple brand communities, which will help us in our endeavour to associate Pulse with positivity and engagement.” 

Pulse’s creative with Maggi on Instagram

Prachi Bali, national head client partnerships and business head of North FoxyMoron, commented, “This year we’ve focused on paying compliments to brands that have made profound contributions in their respective categories. This is the kind of positive consumer sentiment Pulse has always stood for and we want people to continue to associate Pulse with.” 

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Marketing Featured Southeast Asia

Prudential SG releases limited-edition ‘power cards’ to encourage overall well-being

Singapore – Insurance company Prudential in Singapore has launched a new campaign where they will be giving away 85 limited edition decks of their “Ready, Reset, Go! Power Cards”, specially crafted to help Singaporeans improve their overall well-being amid the COVID-19 pandemic.

The deck consists of 15 cards divided into three categories that are key to living well holistically – finances; health and wellness; and work and relationships. Each card in these categories contains an interesting tidbit followed by a prompt for the reader to take an action step that will improve the state of their wealth, health, or work or social life. 

Also included in the deck are three blank cards that people can personalize by penning intentions and reflections as they take action to improve their well-being.

For people checking on the cards under the ‘finance’ category, the cards direct them to discover a set of wealth solutions that are available on Pulse, a digital health and wellness app from Prudential. Meanwhile, on checking cards under the ‘health and wellness’ category, they need to follow the instructions on the card to access a ‘BMI Recorder’ on Pulse. The feature just needs the user to upload a selfie to reveal their BMI. A SG$50 Deliveroo voucher is also available within the card deck of the ‘work and relationships’ category.

The campaign will run from 2 to 24 December 2021, until stocks last. To join the contest, consumers can register an account on the Pulse by Prudential app. Then, take a screenshot of the registration page and send it to a dedicated email address and wait for confirmation.

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Marketing Featured South Asia

This candy brand in India aims to add cheer to Diwali through a tongue twister

New Delhi, India – As a part of the Candy Day and Diwali Festive season or Festival of Lights, hard-boiled candy brand Pulse has launched its annual property, ‘Candy Day, The Pulse Way’, with a one-of-a-kind digital activation called ‘#PulseTongueTwisterChallenge’.

The campaign aims to bring people together on an active social media community and challenge their speed and fluency through the Pulse Tongue Twister. 

Created in collaboration with creative and performance digital agency FoxyMoron and creative and CRM agency Wunderman Thompson, the twister challenge had been spearheaded by social media personalities, namely, Sanket Bhosle, Sugandha Bhosle, and Varun Sharma attempting the challenge.

Arvind Kumar, DS Confectionery Products’ general manager of marketing, shared that through the Pulse Tongue Twister Challenge, they aimed to bring in an added element of cheer and fun to the festive celebration. 

“The initiative is an opportunity to engage with our vibrant online community and celebrate the spirit of festivity with dual enthusiasm,” said Kumar.

To participate, interested participants must make a reel accomplishing the tongue twister, and upload their attempt on Instagram with the hashtag #PulseTongueTwisterChallenge, tagging @passpass_pulse.

The challenge had started from 1 November until 4 November 2021. The winners will enjoy an array of prizes such as a laptop, iPhone XR, and bluetooth portable speaker, among others.

Prachi Bali, FoxyMoron’s national head client partnerships and business head for North, commented, “This campaign does the most important thing that any festive campaign should do, which brings people together over shared laughs and it’s wonderful to see the teams achieve that while keeping audiences engaged.”

The ‘#PulseTongueTwisterChallenge’ is now live across Pulses’ Facebook, Instagram, and Twitter.