Brand marks fourth consecutive year at iconic Ganesh pandal with tech-powered traditions and tangy experiences
New Delhi, August 28, 2025: Pulse Candy, one of the flagship brands of the Dharampal Satyapal Group (DS Group), has unveiled an interactive campaign to celebrate Ganesh Mahotsav in Maharashtra. Titled “My Mushak, My Wish,” the initiative blends festive tradition with digital innovation, with its highlight installation at Lalbaugcha Raja, Mumbai — marking the brand’s fourth consecutive year of association with the iconic pandal.
Extending beyond Mumbai, the campaign will also be rolled out in Pune, Nagpur, Nashik, Aurangabad, and Jalgaon, creating multiple consumer touchpoints across the state.
The ‘My Mushak, My Wish’ Experience
At the heart of the campaign is a three-foot Mushak installation, crafted entirely from Pulse Candies. Visitors can whisper their wishes into the Mushak’s ear, which activates a voice-enabled dispensing machine that releases either a Pulse Candy or Pulse Golmol — symbolizing the acceptance of their wish.
Other attractions at Lalbaugcha Raja include:
A life-size modak installation made from Pulse Candies.
A tattoo corner offering Bappa-themed designs with quirky Pulse taglines.
Blending Tradition with Innovation
“Ganesh Mahotsav is one of Maharashtra’s most cherished festivals, and being at Lalbaugcha Raja for the fourth year is a proud moment for us,” said Ashish Bhargava, Senior General Manager, Marketing, Confectionery, DS Group. “Just like the tangy twist of Pulse, our aim is to bring freshness and excitement to the familiar. With ‘My Mushak, My Wish,’ we’re offering an experience that connects timeless tradition with modern innovation.”
Digital Amplification
The on-ground activation is supported by a digital-first campaign, including:
Festive-themed content and branded Instagram stickers.
Online contests and influencer collaborations.
Vox-pop videos to engage audiences beyond the pandals.
With this initiative, Pulse Candy continues to reinforce its brand identity as a playful yet meaningful part of India’s cultural celebrations.
About DS Group
The Dharampal Satyapal Group (DS Group) is a multi-business corporation and leading FMCG conglomerate with a diverse portfolio spanning confectionery, food and beverages, dairy, mouth fresheners, tobacco, packaging, and hospitality. The group is recognized for building iconic brands and delivering innovative consumer experiences.
