YouTuber Ashish Chanchlani bats for Pulse Candy on Instagram

Ashish Chanchlani, a YouTube and Instagram sensation, recently introduced a challenge for his audience. In a video post, Ashish seeks participation from his audience in Pass Pass Pulse Candy's #PulsePePulseChallenge.

View this post on Instagram

Toh guys I am bringing you the all new #PulsePePulseChallenge by @passpass_pulse. Dekhne mei jitna asaan lag raha hai, Hai nahi utnaa. Try karke dekho? Rules hai ki you have to stack three pulse candies on top of each other, within 15 seconds, using one hand. Maine toh karliya in 11 Seconds, aap log karke batao kitna time laga? I am challenging my dearest Prajaktaaa Koli @MostlySane and You all to do this challenge. Go go go and post your entries and don’t forget to tag @passpass_pulse and use #PulsePePulseChallenge Lucky Winners will get a chance to win Online Shopping Vouchers worth Rs. 1,000! Winners will be announced on Pulse Official page on weekly basis. Check it out! #PulsePePulseChallenge #PranJaayeParPulseNaJaaye

A post shared by Ashish Chanchlani Official (@ashishchanchlani) on Dec 11, 2019 at 11:23pm PST

In the video, Ashish is seen balancing three Pulse candies, one upon another – in 11 seconds, asking the viewers to join in on the challenge. In special mentions, Ashish also invited YouTuber Prajakta Koli to participate in the challenge. And lo and behold, she nails it.

View this post on Instagram

I just took the @passpass_pulse #PulsePePulseChallenge where I stacked 3 pulse candies on top of each other using one hand within 15 seconds and needless to say I KILLED IT in 14 seconds! My dear @ashishchanchlani challenged me and now I challenge all MostlySane Fanpages to take this challenge and tag @passpass_pulse and use #PulsePePulseChallenge. Lucky Winners will get a chance to win exciting gifts (details mentioned on Pulse’s page). Stay tuned on the Pulse Official page for winner announcements. #PranJaayeParPulseNaJaaye #PulsePePulseChallenge

A post shared by Prajakta Koli (@mostlysane) on Dec 13, 2019 at 5:21am PST

Ashish's video came shortly after Pass Pass Pulse Candy launched two commercials. The two TVCs carry the tagline 'Pran Jaye Par Pulse Na Jaaye'. The commercials depict two different scenarios, with both making the same assertion – 'get your priorities right'. One of the ad films depicts a student, who spills all his cheating material in an examination hall, just so his Pulse Candy isn't confiscated. The other ad film depicts a man, who risks his well-being by entering a wrestling arena, just to pick up the Pulse Candy he saw.

We spoke to Arvind Kumar, joint general manager, marketing, DS Confectionery Products Ltd about #PulsePePulseChallenge and why the brand chose to get Ashish Chanchlani and other influencers on board for the campaign. He says, “#PulsePePulseChallenge on Instagram is tactical. It kick-started with many influencers like Prajakta Koli, Harsh Beniwal, Ayush Mehra, Viraj Ghelani etc. Ashish Chanchlani was also one of the Pulse lovers and influencers in the campaign. All these influencers, including Ashish, have entertaining and fun loving personalities. Their posts on social media resonate really well with our target audience and the overall fun vibe of our brand.”

Speaking about the commercials and the conception of the tagline 'Pran jaye par Pulse na jaye', Kumar says, “The idea of the tagline actually stemmed from the research and information gathered after the launch of the product...we built the communication campaign around this factor: irresistibility. 'Pran jaaye par Pulse na jaaye’, is a humorous take on the passion for Pulse candy, which is extended to the brand communication, with quirky examples of the extent people go to get their hands on Pulse.”

Pointing out the TG that the brand aims to connect with through the campaign, Kumar adds, “The consumption group has no barrier as Pulse is for all age groups. However, the communication target group is young adults and those who are young at heart, who love the brand and keep coming back for more.”