PULSE CANDY, the confectionery brand from the Dharampal Satyapal Group (DS Group), has unveiled India’s first blow-controlled digital gaming experience, ‘Candy Day The Pulse Way: Surfing Edition’, to mark National Candy Day 2025.
Developed in partnership with MakeAR, the interactive campaign blends immersive technology with playful participation to elevate consumer engagement reinforcing Pulse’s reputation for inventive brand experiences.
Accessible via a dedicated microsite, pulsecandyday.com, the game challenges players to surf through a virtual waterway for 60 seconds, collecting Pulse candies while dodging obstacles. Using advanced motion and gesture-recognition technology, the gameplay responds to the player’s blowing gestures to boost surfing speed and maximise candy collection. The limited-period activity, live for one week around National Candy Day, is designed to appeal to Gen Z and young audiences, and features leaderboards and social-sharing tools to encourage participation and competition.
DS Group senior general manager, marketing, confectionery Arvind Kumar said, “Pulse Candy consistently aims to create novel consumer experiences. This year’s blow-controlled digital campaign is a significant leap forward in Pulse’s journey of innovation. Candy Day 2025 demonstrates DS Group’s commitment to technology, creativity, and innovation in deepening emotional connections with our audiences in exciting new ways. This campaign celebrates the joy of Pulse in an imaginative, interactive and tech-forward manner.”
