Pulse Candy

Pulse Candy, the popular confectionery brand from the Dharampal Satyapal Group, has launched a vibrant festive digital campaign featuring K Pop artist Aoora, also known as Park Min jun. The campaign runs from December 24, 2025 to January 3, 2026 and taps into year end and Christmas conversations across social media platforms.

With this collaboration, Pulse Candy strengthens its connection with young digital audiences by blending global pop culture with festive cheer in India.

Leveraging K Pop Craze Among Indian Youth

Aoora enjoys a strong fan following among Indian youth, especially those deeply engaged with K Pop music and dance culture. Pulse Candy strategically chose Aoora to connect with this audience segment that actively consumes and creates short form video content.

The campaign uses music led storytelling and performance driven visuals to appeal to Gen Z and young millennials. By tapping into the growing influence of Korean pop culture in India, Pulse Candy positions itself as a brand that understands and embraces global trends.

A Social First Digital Led Approach

Pulse Candy designed the campaign with a social first mindset. The brand built the entire initiative around short form content formats such as reels and videos that thrive on platforms like Instagram and YouTube Shorts.

The campaign features a catchy music track paired with a choreographed hook step performed by Aoora. This format encourages easy replication and sharing, making it ideal for festive digital engagement. The brand aims to spark organic participation by giving audiences a simple and fun way to join the celebration.

Encouraging User Generated Content Through Rewards

To boost participation, Pulse Candy introduced a reward based engagement model. The brand invited users to create and upload their own videos using the campaign music and dance routine.

Selected user generated content stands a chance to win shopping vouchers, adding an incentive layer to the festive fun. This approach not only increases content creation but also helps Pulse Candy build stronger emotional connections with its audience through co creation.

Brand Perspective On The Collaboration

Arvind Kumar, senior general manager marketing confectionery at DS Group, shared insights on the campaign’s intent. He stated that Pulse Candy continues to stay ahead of the cultural curve by tapping into global pop movements. By collaborating with Aoora during Christmas, the brand combines the worldwide appeal of K Pop with the playful spirit of Indian festivities.

He added that the campaign keeps Pulse quirky and vibrant while letting fans actively participate.

Pulse Candy Reinforces Its Youth Centric Identity

With this festive digital campaign, Pulse Candy reinforces its positioning as a youth focused brand that thrives on energy, fun, and cultural relevance. By integrating music, dance, rewards, and global influence into one cohesive idea, the brand creates a memorable festive experience.

Pulse Candy’s collaboration with Aoora stands out as a timely move that blends entertainment with participation for young audiences.