The FMCG giant celebrates Bengal’s cultural heartbeat with Pulse Golmol, AI storytelling, women artisans, and community engagement across 22 towns
The Dharampal Satyapal Group (DS Group), one of India’s leading FMCG conglomerates, has announced the launch of the third edition of its widely loved ‘Pujoy Pulse’ campaign in association with TV9 Bangla. Running from 4 September to 8 October 2025, this year’s campaign pays tribute to Durga Puja traditions through the theme “GOL KA MOL”, celebrating the sacred circular motifs of Bengal’s festivities.
Centred around Pulse Golmol — a tangy imli-flavoured treat — Season 3 integrates heritage with innovation through a multi-faceted engagement. Highlights include an evocative AI storytelling film, Gol-Mol ReAImagined, that reinterprets Puja traditions, a “Real-life Durgas” roundtable featuring inspiring women achievers, and a dedicated series honouring Bengal’s women artisans.
The celebrations will extend to a Pujoy Pulse Canter Roadshow across 22 towns in West Bengal, offering communities immersive experiences like the Wheel of Blessings game, AI caricatures framed with Pujo motifs, and a giant 3D acrylic imli installation filled with Pulse Golmol candies.
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 who shape its beauty, and the timeless memories it rekindles. With Pulse Golmol as the soul of this campaign, DS Group celebrates not just the festival, but the women, the artistry, and the 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 become a cultural moment in itself, blending Bengal’s heritage with modern storytelling and community engagement. This year, by spotlighting women and artisans, the campaign deepens its roots in the traditions that keep Pujo alive across generations.”
Founded in 1929, DS Group has evolved into a multi-business corporation with leading brands such as Catch, Pulse, Pass Pass, Rajnigandha, and L’Opera. With Season 3 of Pujoy Pulse, the Group once again brings together heritage, innovation, and community spirit in celebration of Bengal’s grandest festival.
