Kolkata, 16 September 2025: The Dharampal Satyapal Group (DS Group), one of India’s leading FMCG conglomerates, has announced the launch of the third season of its flagship festive campaign ‘Pujoy Pulse’, in partnership with TV9 Bangla. Scheduled to run from September 4 to October 8, the campaign this year is themed around Pulse Golmol, a tangy imli-flavored candy designed to evoke nostalgia while paying tribute to Bengal’s timeless Durga Puja traditions.
The 2025 edition celebrates “GOL KA MOL”—the priceless circular motifs that define Pujo, from the bindi and dhunuchi to the dhak, rosogolla, bangles, and puja thali. At its core, the campaign honors the women of Bengal, positioned as custodians of tradition and catalysts of change.
Bringing this theme alive, the initiative features:
- AI-powered storytelling film “Gol-MolReAImagined”, showcasing the cultural significance of circular symbols and the role of women in preserving traditions.
- “Real-life Durgas” roundtable, a televised and digital series featuring women achievers from Bengal across fields such as art, sport, entrepreneurship, education, and social work.
- Exclusive spotlight on women artisans, celebrating the creativity of Kumartuli’s craftswomen and their contribution to Durga Puja.
- Pujoy Pulse Canter Roadshow, covering 22 towns across West Bengal with interactive experiences like a giant 3D imli installation filled with Pulse candies, a “Wheel of Blessings” game, AI caricature portraits, and festive contests.
Participation in the roadshow activities will be made widely accessible with entry tied to the purchase of a ₹10 Pulse Candy pouch.
Speaking on the launch, Ashish Bhargava, Senior General Manager – Marketing, Confectionery, DS Group, said:
“Pujoy Pulse Season 3 unfolds as a heartfelt tribute to the priceless traditions of Pujo, the women artisans of Kumartuli, and the memories it rekindles. With the philosophy of ‘Gol Ka Mol,’ we celebrate not just the festival but the women, artistry, and community that make Durga Pujo an eternal celebration of joy and togetherness.”
Amritanshu Bhattacharya, Managing Editor and Business Head, TV9 Bangla, added:
“Pujoy Pulse has grown into a cultural moment of its own, blending Bengal’s heritage with modern storytelling. This year, the spotlight on women, artisans, and everyday traditions makes the campaign even more meaningful. TV9 Bangla is proud to continue this cultural partnership with DS Group.”
With its blend of heritage, innovation, and inclusivity, Pujoy Pulse Season 3 aims to capture the spirit of Durga Puja while celebrating Bengal’s women, traditions, and collective joy.
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