Powered by White Rivers Media, the all-AI-powered narrative enriches brand’s
multi-dimensional presence at Maha Kumbh 2025.
Mumbai, February 12th 2025: Pulse Candy, one of the core brands of Dharampal
Satyapal Group (DS Group), a multi-business corporation and a leading FMCG
conglomerate, launched its Maha Kumbh campaign as an extension of its Pulse of India
initiative. The campaign presents the story of this extraordinary gathering through an
end-to-end generative AI-powered video.
The video highlights the significance of Maha Kumbh and traces the journey from its
historical origins to its contemporary significance. The video, crafted by White Rivers
Media, combines compelling narration with hyper-realistic and dynamic moving images,
visualising the entire story of the Maha Kumbh and its rich history, drawing devotees
seeking purification.
Link: https://www.youtube.com/watch?v=ndEQ-3KuTsU
On the Maha Kumbh grounds, Pulse Candy offered an engaging on-ground experience.
This included the likes of Sangam Kalash (jars) to collect sacred river water, bags to
carry pooja (prayer) items and offerings, and Pulse-branded boats to ferry devotees to
take a dip in the sacred waters. Additionally, interactive games provide entertainment.
Arvind Kumar, GM, Marketing DSFL, said, “For us, connecting with India’s cultural
moments has always been about creating meaningful experiences, both on-ground and
through innovative tech. Pulse Candy has always been a brand that understands the pulse
of India—whether in its bold, tangy burst of flavour or in the way it engages with cultural
touchpoints. This campaign is about making these sacred moments accessible and
relatable to every Indian, ensuring that the spirit of Maha Kumbh can be experienced, both
physically and virtually. DS Group is proud to promote India’s heritage by combining
cutting-edge AI technology with deep-rooted traditions. This initiative helps those
attending the Mahakumbh engage with cultural touchpoints that have already been
implemented here.”
The campaign bridged generations and geographies, bringing Maha Kumbh’s divine
spectacle to audiences nationwide through innovative storytelling, while physical touch
points allowed devotees to take home a tangible connection to the event.
Shrenik Gandhi, CEO of White Rivers Media, said, “India’s love for tradition and
innovation coexists, just like Pulse Candy—a brand that blends nostalgia with a burst of
unexpected flavour. Maha Kumbh embodies a similar essence, rooted in history yet
constantly evolving with time. Using AI, we reimagined this divine gathering through a
hyper-realistic narrative, ensuring that just like the lingering taste of Pulse, the story of
Maha Kumbh stays with audiences long after they’ve experienced it.”
The campaign will run throughout the Maha Kumbh period, creating a bridge between
devotees’ physical presence at Prayagraj and their digital experience of this sacred
gathering
