Kolkata : Pulse candy, a popular brand from the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-diversified business, announced its first-ever foray into the anime fandom space at the Anime India Convention 2026, scheduled for 14th and 15th of February. This participation marks a bold cultural crossover, with Pulse making its debut at the confluence of pop culture, creativity and Gen Z energy.
Pulse Candy is set to excite the upcoming Anime India convention with a high-impact, 24-square-meter experiential zone designed to bridge the gap between confectionery and culture. At the heart of this engagement is the deployment of anime-savvy Gen Z fans, featuring renowned cosplay participants Alisa (also known as Ruru), stepping into the roles of fan favourites, Momo and Marin. They will drive organic interactions by linking the vibrant world of anime characters with the fun loving spirit of Pulse candy.
The brand will further embed itself within the cosplay ecosystem by leveraging a visually striking, anime-themed photo booth, where visitors can capture high-quality content and receive limited-edition branded frames. By incentivizing creators to tag Pulse candy across Instagram and other social platforms, whether showcasing physical cosplay or AI-enhanced transformations, Pulse aims to tap into these creators with high-reach and visibility. This strategic integration, coupled with interactive gaming challenges like "Race to Pulse" and "Grab the Pulse," ensures deep engagement, peer credibility and community-led amplification. The participation is designed to deliver a fun, interactive and culturally relevant brand experience for Gen-Z audiences, seamlessly blending fandom energy with Pulse candy’s tangy twist.
Speaking on the participation, Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group said, “Anime is shaping the future of Gen-Z culture, driven by creativity, fandom and community. Pulse’s participation at Anime India Convention, Kolkata marks DS Group’s bold step into this dynamic space, creating immersive, experience-led formats that redefine engagement. Just as Pulse adds a tangy twist to everyday flavours, we’re bringing a fresh, vibrant energy to the anime ecosystem turning familiar experiences into exciting, next-generation moments for young audiences.”
Pulse’s participation in India’s fast-growing anime and gaming ecosystem aims to connect meaningfully with young consumers in passion led environments that drive both engagement and recall. Through this culture-first initiative, Pulse continues to strengthen its trend-forward, youth-first positioning, while creating high-impact experiential and shareable moments at one of India’s most anticipated anime conventions.
Pulse Candy has been leading the hard-boiled candy segment and has been a market leader for the past nine years. Since its launch in 2015, Pulse Candy has revolutionized the category with its unique format, consistently driving marketing efforts and providing memorable experiences to consumers. Additionally, not only has Pulse created unique marketing initiatives, it has also been a pioneer in adopting emerging technologies like Artificial Intelligence.
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