AI-powered video reimagines the spiritual grandeur of Odisha’s Rath Yatra, blending tradition and technology to engage digital-first audiences nationwide
New Delhi, June 30, 2025: Pulse Candy, the flagship brand from Dharampal Satyapal Group (DS Group), has launched an innovative new campaign, Jagannath Rath Yatra – The Pulse of India, paying tribute to one of India’s most revered festivals through an immersive, AI-powered video experience. Celebrating the iconic Rath Yatra in Puri, Odisha, the campaign brings to life the spiritual magnificence and mythological origins of the festival, offering audiences a contemporary and compelling homage to India’s cultural heritage.
Leveraging cutting-edge AI storytelling, the evocative film recreates the divine transformation of Lord Krishna into Jagannath, the mystical Daru Brahma, and the sacred procession of chariots to the Gundicha Temple. The Pulse of India campaign will run across Meta, YouTube, and X from June 25 to July 2, creating a dynamic digital space for audiences to celebrate, learn, and engage with the festival like never before.
Building on the success of Pulse’s previous AI-led campaigns celebrating Mahakumbh and Ganesh Chaturthi, this latest initiative continues the brand’s commitment to fusing India’s rich traditions with emerging technology to captivate digital-first consumers. Complementing the video, a “Did You Know?” trivia series is being rolled out across social platforms, sparking curiosity and highlighting fascinating facts about the Rath Yatra’s history and cultural significance.
“Pulse is more than just a candy; it’s a reflection of India’s vibrant culture and spirit,” said Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group. “Through this campaign, we’re not only honoring the cultural heartbeat of Odisha but also bringing it alive for a new generation using the power of AI storytelling. The Rath Yatra is an extraordinary traditional spectacle, and we are proud to celebrate it in a way that seamlessly connects tradition with technology.”
Since its 2015 launch, Pulse Candy has led the hard-boiled candy segment for nine consecutive years, revolutionizing the category with its unique flavor profile and innovative marketing strategies. By embracing technologies like AI, Pulse has consistently delivered memorable experiences and engaged consumers nationwide. From Kashmir to Kanyakumari, Pulse continues to celebrate the stories, values, and festivals that embody the true ‘Pulse of India’.
About DS Group
Founded in 1929, Dharampal Satyapal Group (DS Group) is one of India’s leading FMCG conglomerates with a diverse portfolio spanning Food & Beverage, Confectionery, Mouth Fresheners, Hospitality, Agri, Luxury Retail, and other investments. Its iconic brands include Catch, Pulse, Pass Pass, Rajnigandha Pearls, Rajnigandha, Ovino, L’Opera, Le Marche, Society Of Salad, Birthright, LuvIt, Chingles, Golmol, and Namah, among others. DS Group is deeply committed to sustainability, with its headquarters awarded LEED Platinum and LEED Zero Carbon certifications under the US Green Building Council’s rigorous standards.
Compaign Link: https://www.youtube.com/watch?v=yTyhkV5bRHA