MUMBAI: Pulse Candy, the tongue-tingling treat from the house of DS Group, has unwrapped another tech-led cultural offering — this time paying homage to one of India’s most iconic festivals. With ‘Jagannath Rath Yatra – The Pulse of India’, the brand launches an AI-crafted campaign that brings alive the devotion, mythology, and massive spectacle of the sacred Puri chariot festival.

Running from 25 June to 2 July across Meta, YouTube, and X, the campaign’s centrepiece is a richly visualised film that reimagines the celestial tale of Lord Krishna’s transformation into Lord Jagannath and the mystique of Daru Brahma. The AI-powered storytelling gives the centuries-old spiritual saga a contemporary, cinematic sheen — perfect for today’s scroll-happy viewer.

The build-up includes a “Did You Know?” trivia blitz across platforms, serving up festival nuggets and mythological morsels to spark curiosity and cultural chatter.

This campaign follows the brand’s previous AI-led forays into Mahakumbh and Ganesh Chaturthi, cementing Pulse’s position as more than just a candy — but a curator of India’s cultural soul.

Speaking about the campaign, DS Group senior general manager, marketing, confectionery, Arvind Kumar said, “Pulse is more than just a candy. It is a reflection of India’s culture and spirit. Through this campaign, DS Group’s Pulse Candy is not only honouring the cultural heartbeat of Odisha but also bringing it alive for a new generation through the power of AI storytelling. The Rath Yatra is a traditional spectacle and we’re proud to be celebrating it in a way that connects tradition with technology.”

Launched in 2015, Pulse has ruled the hard-boiled candy category for nearly a decade. And with every marketing innovation, it proves it knows not just what tickles the tongue — but also what moves the heart.

From flavour bombs to festival feels, Pulse continues to be, quite literally, the Pulse of India.