Powered by White Rivers Media, the all-AI-powered narrative enriches brand’s multi-dimensional presence at Maha Kumbh 2025.
Mumbai: Pulse Candy, one of the core brands of Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate, launched its Maha Kumbh campaign as an extension of its Pulse of India initiative. The campaign presents the story of this extraordinary gathering through an end-to-end generative AI-powered video.
The video highlights the significance of Maha Kumbh and traces the journey from its historical origins to its contemporary significance. The video, crafted by White Rivers Media, combines compelling narration with hyper-realistic and dynamic moving images, visualising the entire story of the Maha Kumbh and its rich history, drawing devotees seeking purification.
On the Maha Kumbh grounds, Pulse Candy offered an engaging on-ground experience. This included the likes of Sangam Kalash (jars) to collect sacred river water, bags to carry pooja (prayer) items and offerings, and Pulse-branded boats to ferry devotees to take a dip in the sacred waters. Additionally, interactive games provide entertainment.
Arvind Kumar, GM, Marketing DSFL, said, “For us, connecting with India’s cultural moments has always been about creating meaningful experiences, both on-ground and through innovative tech. Pulse Candy has always been a brand that understands the pulse of India—whether in its bold, tangy burst of flavour or in the way it engages with cultural touchpoints. This campaign is about making these sacred moments accessible and relatable to every Indian, ensuring that the spirit of Maha Kumbh can be experienced, both physically and virtually. DS Group is proud to promote India’s heritage by combining cutting-edge AI technology with deep-rooted traditions. This initiative helps those attending the Mahakumbh engage with cultural touchpoints that have already been implemented here.”
The campaign bridged generations and geographies, bringing Maha Kumbh’s divine spectacle to audiences nationwide through innovative storytelling, while physical touch points allowed devotees to take home a tangible connection to the event.
Shrenik Gandhi, CEO of White Rivers Media, said, “India’s love for tradition and innovation coexists, just like Pulse Candy—a brand that blends nostalgia with a burst of unexpected flavour. Maha Kumbh embodies a similar essence, rooted in history yet constantly evolving with time. Using AI, we reimagined this divine gathering through a hyper-realistic narrative, ensuring that just like the lingering taste of Pulse, the story of Maha Kumbh stays with audiences long after they’ve experienced it.“
The campaign will run throughout the Maha Kumbh period, creating a bridge between devotees’ physical presence at Prayagraj and their digital experience of this sacred gathering.
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