A look at Pulse candy's influencer marketing strategy to build community engagement with #PulseLapakChallenge

DS Group's candy brand collaborated with Zoo Media's FoxyMoron and its influencer and talent management agency Pollen to launch the social media challenge

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DS Group’s Pulse candy collaborated with Zoo Media’s FoxyMoron and its influencer and talent management agency, Pollen, to launch a unique challenge to consumers. This campaign is conceptualised by Wunderman Thompson, Gurugram. The #PulseLapakChallenge will not only test one’s agility, dexterity and cognitive performance but also act as a great stress-buster.

In the #PulseLapakChallenge, one has to place a Pulse candy on the back of one’s fist and throw it in the air and grab the candy in their palm before it falls. If successful, they continue the challenge on loop for a 20-second timeframe. Upon completion, participants can nominate others. The person who completes the challenge with the maximum number of candies in the given timeframe of 20 seconds wins.

The campaign was launched digitally by popular influencers Prince Narula, Avneet Kaur, Surbhi Samriddhi and Abhishek Nigam.

Instagram posts of influencers:

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A post shared by Prince Yuvika Narula (@princenarula)

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A post shared by Avneet Kaur Official (@avneetkaur_13)

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A post shared by Chinki Minki(@surabhi.samriddhi)

Arvind Kumar, GM Marketing, DS Confectionery Products, said, “Following the massive success of the #PulsePePulseChallenge, we wanted the #PulseLapakChallenge challenge to be as engaging for our active digital community. I am confident this light-hearted challenge will help us not only grow our community but connect with them over laughs.”

Prachi Bali, National Head Client Partnerships and Business Head (North), FoxyMoron, said, “Our intention was to increase brand love for Pulse by curating a fun and engaging campaign that would create a sense of community. As brands are pivoting their digital strategies to harness the power of two-way communication, we are confident that this campaign will achieve this objective.”

Pulse Candy #PulseLapakChallenge