The candy that outperformed the competition and blue-chip brands such as Oreo and Mars bars. Pulse has demonstrated that no form of marketing outperforms product marketing, there is one type of advertising that truly stands out “Word of Mouth.”
Pulse officially known as Pass Pass Pulse was launched in 2015 by Dharampal Satyapal Group (DS Group). The lone instruction from the Vice Chairman of DS Group to his R&D team working on pass pass pulse candy “If the product is tangy, then your eyes should close automatically to relish it, or else it is no fun.”
With pulse, the idea was to bring some innovation to the hard-boiled candy segment. During the development phase, the company realised that Kaccha aam (raw mango) is the flavor that is preferred by people across India, across all age groups. Raw mango is usually eaten with a mixture of salt and spices to give an additional flavor.
As Rajasthani and Gujarati cuisines have a similar tanginess to Pulse, the company decided to test-market it. The exercise proved to be so successful that it had to be converted into a full-fledged launch. The main factor that makes FMCG products is the distribution. DS Group founder of pulse already had a strong presence in the market because of their flagship product Rajnigandha that has the highest market in pan masala brand. The brand managed a pan India presence by tie up with contract manufacturers in Telangana, Uttarakhand, and Gujarat.
There was no proper marketing or launch event done by Pulse. They used word of mouth marketing strategy in cost effective ways to promote the product. Pulse didn’t spend money on advertising and promotion. The candy’s unique taste coupled with word of mouth made this product popular. Company then started to explore social media for reach, while in-store promotions and outdoor advertisement of selected locations. Its fans were active on the online world and suggested a catchphrase “Pulse of India.”
With their unique content they continue to engage the audience. Even people went and made Pulse fan community on Facebook. This helped pulse to gain popularity and brand loyalty in India. Pulse has surpassed all competition and beaten all the records by crossing the 100 crore mark in just 8 months and the candy made Rs 300 crore in sales in two years. This figure has equaled the record of heavily advertised Cole Zero by Coca Cola.