DS Group’s Pulse Candy Partners with ‘Spider-Man: Brand New Day’ for 360-Degree Nationwide Campaign

DS Group’s Pulse Candy has announced a major strategic partnership with the upcoming movie Spider-Man: Brand New Day to launch an ambitious 360-degree consumer engagement campaign. Billed as one of the brand’s most significant entertainment-led collaborations, the nationwide initiative unites the popular superhero franchise with Pulse Candy under the creative theme, ‘Even Spider-Man Cannot Resist Pulse.’

Creative Narrative and Multi-Channel Execution:
The campaign features a dynamic creative narrative across multiple touchpoints including digital, cinema, retail, social media, and outdoor advertising running from late July through August 30, 2026. Key highlights include:

Co-Branded Film: Depicts the iconic superhero using his signature web to capture Pulse Candy.

Outdoor Installations: Features larger-than-life visuals of Spider-Man stretching across adjoining billboards to grab the candy.

Limited-Edition Packaging: Special co-branded packs designed to maximize retail visibility and provide consumers with an immersive collectible experience.

Leadership Perspectives on the Partnership:
Arvind Kumar, Senior General Manager of Marketing for Confectionery at DS Group, noted that the collaboration sits at the intersection of entertainment and popular culture, aiming to leverage Spider-Man’s cross-generational appeal and strong resonance with Gen Z to deepen brand affinity. Echoing this sentiment, Shony Panjikaran, General Manager and Head of Sony Pictures Releasing International, India, expressed excitement over extending the film’s cinematic energy into an engaging confectionery campaign for fans nationwide.