Kolkata, 14 February 2026 — Confectionery major Dharampal Satyapal Group’s flagship brand Pulse Candy has made its first-ever entry into India’s fast-growing anime fandom space, debuting at the Anime India Convention 2026, being held on 14–15 February in Kolkata.
Marking a vibrant cultural crossover, Pulse has set up a high-impact 24-square-meter experiential zone that blends confectionery with pop culture, targeting Gen-Z audiences through immersive and fandom-driven engagement.
Cosplay, Culture & Candy Collide
At the centre of the brand activation is the presence of anime-savvy Gen-Z cosplay artists, including popular cosplayer Alisa (Ruru), who is portraying fan-favourite anime characters to drive organic fan interactions. The initiative is designed to connect the colourful energy of anime storytelling with Pulse’s signature tangy flavour identity.
Visitors are also being drawn to an anime-themed photo booth installation offering professionally shot pictures with limited-edition branded frames — a move aimed at boosting social media shareability and creator engagement.
Interactive Engagement & Gaming
To deepen visitor participation, Pulse has introduced interactive challenges such as “Race to Pulse” and “Grab the Pulse,” alongside creator-led digital amplification. Fans and influencers are encouraged to tag the brand across Instagram and other platforms, whether through physical cosplay content or AI-enhanced transformations.
The strategy focuses on community-led amplification, peer credibility and high-recall experiential marketing within passion-driven youth spaces.
Brand Vision
Speaking on the initiative, 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 our bold step into this dynamic space, creating immersive, experience-led formats that redefine engagement.”
He added that the brand aims to transform familiar experiences into “exciting, next-generation moments” for young consumers.
Strengthening Youth Connect
Pulse’s entry into the anime and gaming ecosystem reflects a culture-first marketing approach — aligning the brand with passion-led environments that drive both engagement and recall. The initiative reinforces Pulse’s youth-forward positioning while generating high-impact, shareable brand moments at one of India’s most anticipated anime gatherings.
Launched in 2015, Pulse has led India’s hard-boiled candy segment for nine consecutive years, building a strong consumer base through flavour innovation and disruptive marketing, including early adoption of emerging technologies such as Artificial Intelligence.
