Campaign in partnership with TV9 Bangla pays tribute to women, artisans, and cultural continuity through “Gol Ka Mol”
Kolkata, September 16, 2025: Dharampal Satyapal Group (DS Group), one of India’s leading FMCG conglomerates, has unveiled the third season of its much-celebrated ‘Pujoy Pulse’ campaign in collaboration with TV9 Bangla. Running from September 4 to October 8, 2025, the campaign is centered around Pulse Golmol, a tangy imli-flavored candy designed to spark nostalgia and mirror the priceless traditions that define Durga Puja.
This year’s theme, “GOL KA MOL”, celebrates the sacred circular motifs of Durga Puja — from the bindi and dhunuchi to the bangles, dhak, rosogolla, and puja thali. Each circle embodies continuity, heritage, and unity. At the heart of the campaign are the women of Bengal, honored as both custodians of tradition and catalysts of change.
The campaign brings together storytelling, digital engagement, and community experiences through:
AI-powered storytelling film – Gol-Mol ReAImagined highlights the priceless circular symbols of Puja and the women who preserve them.
Exclusive roundtable – “Real-life Durgas” featuring Bengal’s women achievers across art, sports, entrepreneurship, social work, and education.
Women artisans’ stories and felicitation spotlighting their contribution to shaping Puja celebrations.
Pujoy Pulse Canter Roadshow, spanning 22 towns across West Bengal, offering interactive experiences like the 3D Imli installation, Wheel of Blessings game, and AI caricatures.
Speaking on the launch, Ashish Bhargava, Senior General Manager – Marketing, Confectionery, DS Group, said: “Pujoy Pulse Season 3 is our heartfelt tribute to the priceless traditions of Pujo, to the women artisans who shape its soul, and to the timeless memories it evokes. With the philosophy of Gol Ka Mol, every circular symbol tells a story of continuity — from the bindi to the rosogolla. At the center stand the women of Bengal, the keepers of resilience and joy.”
Amritanshu Bhattacharya, Managing Editor & Business Head, TV9 Bangla, added: “Pujoy Pulse has become more than a campaign — it is a cultural moment that unites tradition with innovation. This year, by celebrating women and artisans, we deepen our connection to Bengal’s living heritage.”
About DS Group
The Dharampal Satyapal Group (DS Group), established in 1929, is a leading multi-business corporation with a diverse presence across FMCG, food and beverage, confectionery, mouth fresheners, hospitality, agri, luxury retail, and other sectors. Its portfolio includes iconic brands such as Catch, Pulse, Pass Pass, Silver Pearls, Rajnigandha, Ovino, L’Opera, Le Marche, LuvIt, Chingles, Namah, and more. Guided by values of sustainability and social good, the DS Headquarters holds LEED Platinum and LEED Zero Carbon Certification from the US Green Building Council.
