New Delhi, July 04, 2025: Pulse Candy, one of the flagship brands from the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, continues its cultural storytelling journey with the launch of ‘Jagannath Rath Yatra–The Pulse of India’, an immersive, AI-powered video campaign celebrating one of India’s most sacred festivals. This new campaign brings to life the spiritual grandeur and mythological origins of the iconic Rath Yatra held in Puri, Odisha, offering a compelling and contemporary tribute to tradition. Crafted through AI-driven visual storytelling, the film captures the profound devotion, scale, and symbolism of the chariot festival through a cinematic experience.
Campaign will run across Meta, YouTube, and X – Jagannath Ratha Yatra | The Pulse of India
Following the success of its previous AI-led narratives on Mahakumbh and Ganesh Chaturthi, Pulse once again blends India’s rich heritage with technology to engage digital-first audiences. The ‘Jagannath Rath Yatra – The Pulse of India’ campaign will run from June 25 to July 2 across Meta, YouTube, and X, creating a vibrant space for celebration, discovery, and digital engagement. At the heart of the campaign is an evocative video reimagining the divine tale of Lord Krishna’s transformation into Jagannath, the mystical Daru Brahma, and the sacred procession to the Gundicha Temple.
Speaking about the campaign, Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, 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.”
Campaign Link: Jagannath Ratha Yatra | The Pulse of India
Setting the tone for the upcoming video, Pulse is rolling out a “Did You Know?” trivia series across social platforms to spark curiosity and conversation. These posts will highlight fascinating facts about the festival and its history.
Pulse Candy has been leading the hard-boiled candy segment and has been a market leader for the past nine years. Since its launch in 2015, Pulse Candy has revolutionized the category with its unique format, consistently driving marketing efforts and providing memorable experiences to consumers. Additionally, not only has Pulse created unique marketing initiatives, it has also been a pioneer in adopting emerging technologies like Artificial Intelligence. From Kashmir to Kanyakumari, Pulse continues to celebrate the stories, values, and festivals that define the nation, the true ‘Pulse of India’.
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