Leading Fast-moving consumer goods (FMCG) conglomerate Dharampal Satyapal Group (DS Group) unveiled an innovative Ganesha idol in Mumbai this year, reflecting the distinct flavours of its flagship hard-boiled candy, Pulse. The unique creation graced the renowned Lalbaugcha Raja Pandal in Mumbai.
In addition to the distinctive idol, DS Group offered samples of its specially crafted 'Pulse Laddu Candy,' a spherical treat with an appearance reminiscent of a modak, at pandals in seven cities in Maharashtra — Mumbai, Pune, Nasik, Aurangabad, Jalgaon, Latur, and Nagpur. DS Group's aimed to enhance consumer engagement through this unique initiative.
DS Group enlisted the talents of distinguished AI artist Arun Nura to produce an appealing video for its social media platforms. The AI-powered video, featuring captivating storytelling, takes viewers on a journey through the origins and evolution of Ganesh Chaturthi, encapsulating the festive spirit. Actor and film director Shreyas Talpade lent his voice to the video.
Speaking about the distinctive initiative of the group, general manager of DS Foods Limited (confectionery) Arvind Kumar, expressed his delight, stating, “We are thrilled to participate in the vibrant and joyous celebrations of Ganesh Mahotsav. This festival embodies the spirit of togetherness, tradition, and devotion, aligning perfectly with DS Group's values. Through our association with Lalbaugcha Raja and other pandals in Maharashtra, we aim to strengthen our relationship with consumers by celebrating together. We invite everyone to join us in this ‘Pulse-ful’ celebration.”
Maharashtra holds significance for DS Group as a key market for its hard-boiled candy business. To deepen its connection with the state and its people, DS Group planned active engagement with its audience during the festival.
An added unique element to the celebration is the post-festive plan. The Pulse Candy-infused Ganesh idol is to be dismantled according to established norms, and a fresh stock of Pulse Candy equivalent to the amount used in the construction will be distributed to underprivileged children through NGOs in and around Mumbai. The objective is to spread joy and happiness, embodying the core brand essence of irresistible delight, the group said.