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Pass Pass Pulse, the hard-boiled candy from the house of DS Group, has launched its biggest influencer marketing campaign #PulsePePulseChallenge on major social media platforms.

The brand hasn’t done any influencer-led UGC campaign in the recent past and with this campaign itself, it has been able to garner a massive reach of more than eight million in an estimated media value worth Rs 50-55 lakh.

Sheeko Brandscore graph of the brand on Instagram: 

The idea behind the challenge is to encourage candy lovers to engage in a fun activity with the brand. The challenge kick-started with some of the biggest influencers in the market like Aparshakti Khurana, Prajakta Koli, Ashish Chanchlani, Kriti Vij, etc., trying their hand to stack ‘Pulse pe Pulse’.

These influencers are seen inviting consumers to take up the challenge. To win #PulsePePulseChallenge, three Pulse candies have to be stacked on top of each other in 15 seconds, with just one hand.

Participants and winners will receive exciting gifts like iPhone X, Fossil Smartwatches and Online Shopping Vouchers.

The #PulsePePulseChallenge has been executed in collaboration with Pollen, FoxyMoron’s influencer marketing vertical.

Most of these influencers and celebrities are mostly known for producing quirky and funny content.  Influencers involved in the campaign have a follower base starting for 95k to 4.5 million followers.

Influencers Instagram posts:

Ashish Chanchlani:

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RJ Abhinav:

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Viraj Ghelani:

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Kritika Awasthi:

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Pass Pass Pulse, the candy from DS Group, stormed the hard-boiled candy market with its launch in 2015 and has maintained its position of No. 1 hard-boiled candy brand in India for the last three consecutive years.