CE DESK 
Pulse Candy partners with K-pop artist Aoora for its new ‘Pulse of the Party’ festive digital ad, blending Korean pop charisma with Indian flavor to connect with Gen Z audiences across social media.
Pulse Candy has teamed up with South Korean K-pop sensation Aoora for a vibrant festive digital campaign, blending Indian quirk with Korean pop flair. The collaboration marks a unique cultural crossover, highlighting Pulse’s playful brand personality ahead of the New Year season.
Titled “Pulse of the Party,” the digital-first campaign showcases Aoora bringing his signature energy to celebrate India’s love for tangy flavors. The ad features a catchy beat, colorful visuals, and Pulse’s trademark twist — emphasizing how one candy can turn any moment into a burst of fun.
Conceptualized by Wavemaker India for DS Group, the campaign leverages Aoora’s growing Indian fandom to connect with Gen Z audiences through Instagram Reels, YouTube Shorts, and influencer integrations. The artist’s playful charisma aligns seamlessly with Pulse’s tone — bold, irreverent, and unexpected.
According to brand sources, the campaign reinforces Pulse’s positioning as the “flavor bomb” that unites people across cultures and moods. Aoora’s participation not only adds global appeal but also reflects the increasing influence of K-pop on Indian pop culture.
Arvind Kumar, senior general manager, Marketing, Confectionery, DS Group, said: “By partnering with Aoora for Christmas, Pulse Candy is continuing its tradition by staying ahead of the cultural curve by tapping into global pop movements. Our collaboration with Aoora is a step in that direction. By combining the worldwide phenomenon that is K-Pop with the fun that characterizes Christmas in India, we are not only launching a digital campaign but are instead creating a lyrical twist that will allow all our fans to co-create with us. This campaign mirrors Pulse’s own identity of being quirky, vibrant and universally loved.”
This collaboration marks Pulse’s latest experiment in creating youth-focused, digitally engaging brand narratives that spark conversations beyond the candy aisle.
