DS Group Unveils Season 4 of 'Pujoy Pulse' Campaign in Celebration of Durga Puja 2026 with "Shobar Pujo, Shobar Mazaa"

National, 06TH October 2026: The Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, announced the launch of the fourth consecutive season of its Pulse Golmol-led 'Pujoy Pulse' campaign, further strengthening the brand's association with one of West Bengal's most celebrated festivals, the Durga Puja. Built around the central theme of "Shobar Pujo, Shobar Mazaa," this year's initiative captures the true ‘Pulse of India’ during the festive season, a vibrant spirit of shared togetherness that celebrates the belief that the joy and mazaa (fun and enjoyment) of Durga Puja belong to everyone.

The Pujoy Pulse Season 4 campaign will run as an integrated 360-degree campaign across West Bengal throughout the festive period, amplifying its core theme of "Shobar Pujo, Shobar Mazaa." Echoing how festive energy reflects the collective pulse of the nation, the initiative will engage consumers through a combination of entertainment, interactive games, innovative sampling, on-ground activations, and festive experiences. Broadened by digital, radio, and outdoor media touchpoints, every interaction feeds into a larger collective celebration designed to extend the joy of Pujo to those beyond the campaign.

The Pujoy Pulse campaign features several key highlights, starting with the Shobar Mazaa Meter, a collective symbol of celebration that tracks the overall happiness generated through Pujoy Pulse across every consumer touchpoint, rising as participation grows throughout West Bengal to help Pulse Golmol extend Pujo's joy to underprivileged children. To bring this experience directly to consumers, a Canter Activation Across West Bengal will deploy two specially branded Pujoy Pulse canters starting their journey from Kolkata before traveling across 22 towns, including Howrah, Haldia, Kharagpur, Bankura, Burdwan, Durgapur, Asansol, Siliguri, Jalpaiguri, and Coochbehar. On the ground, the interactive Dhaak Game—Play the Beat, Collect the Mazaa features a specially designed Dhaak installation loaded with Pulse Golmol pieces that challenges consumers to match a given rhythm, dropping pieces into a collection area with every beat played to earn points that feed the Shobar Mazaa Meter. Additionally, Pandal Activation & Alpona Puzzle Challenge setups in dedicated engagement spaces at prominent pandals across Kolkata, Siliguri, Howrah, Asansol, and Durgapur will host an interactive experience inspired by traditional Bengali Alpona art alongside integrated product sampling.

Speaking about the campaign, Ashish Bhargava, Senior General Manager, Marketing, Confectionery, DS Group, said, "Over the past four years, the Pujoy Pulse campaign has evolved from a seasonal marketing initiative into an integral part of West Bengal’s Durga Puja cultural experience, tapping directly into the vibrant pulse of India during its greatest celebrations. Such cultural milestones offer a powerful gateway to activate the broader vision behind ‘Pulse of India,’ an initiative dedicated to honouring the vibrant spectrum of feelings, customs, and creative expressions that define the nation’s distinct character. Under the banner of 'Shobar Pujo, Shobar Mazaa,' this initiative transcends traditional consumer engagement to foster a genuine spirit of celebrating with everyone. Every interactive element, from the rhythm of the Dhaak Game to the Alpona Puzzle Challenge as well as the community exploration of Pujo Parikrama, directly fuels the 'Shobar Mazaa Meter,' driving meaningful social impact by bringing festive joy to underprivileged children across the region. True to Pulse Golmol’s core ethos of playful togetherness, this year's activation elevates that commitment beyond Kolkata."

To help people navigate the festivities, Pujo Parikrama, Complimentary Pandal Hopping will offer consumers a free, curated pandal-hopping experience using specially branded Pulse Golmol cabs, turning the fleet into moving expressions of the campaign during peak festivities. Throughout all touchpoints, Festive Sampling & Brand Experiences will weave Pulse Golmol, Pass Pass, and other participating brands into festive moments, including Bhog associations, across canters, pandals, and other locations, making product discovery a natural part of the Pujo experience. In a major visual addition for 2026, A 500-Drone Show Over the Kolkata Skyline will feature DS Group staging a choreographed drone show over Kolkata using approximately 500 drones to form three sequences, including a playful "dancing Golmol" formation as a larger-than-life visual expression of "Shobar Pujo, Shobar Mazaa." Finally, Extending Mazaa Beyond the Campaign ensures the spirit of celebration reaches everyone, as Pulse Golmol partners with NGO(s) two days before the final day of Durga Puja to distribute new festive clothes to underprivileged children, carrying the campaign's joy far beyond its direct participants.

About DS GROUP

The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.

As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC. DS Group has aligned its financial performance with global ESG priorities with the launch of a pioneering Double Materiality Assessment across all businesses. Further demonstrating its environmental leadership, the DS Group has a water positivity index at 1.8 across its business units in 30 locations of India. For details, log onto www.dsgroup.com.