DS Group brand marks sixth World Compliment Day campaign honouring gig workers and essential service providers across India
Dharampal Satyapal Group’s confectionery brand Pulse Candy has launched the sixth edition of its annual World Compliment Day initiative, titled ‘Pulse of Moving India’, aimed at celebrating the country’s invisible workforce.
The campaign, which runs from 27 February to 3 March, seeks to foster a culture of gratitude by recognising gig workers and essential service providers who power India’s day-to-day life — often without public acknowledgement. Delivery partners, transit workers and frontline service providers form the core focus of this year’s tribute.
Building on the momentum of earlier editions that celebrated brands and unsung heroes, the 2026 initiative shifts the spotlight to India’s rapidly expanding gig economy. Key platform partners associated with the campaign include Zepto, Swiggy, Rapido and Myntra.
By positioning itself as a “Cultural Connector”, Pulse Candy said it aims to transform simple compliments into a broader national movement that acknowledges the human connections underpinning digital transactions in modern India.
Arvind Kumar, Senior General Manager – Marketing, Confectionery, DS Group, said the campaign is designed to inspire positivity and appreciation, particularly among younger consumers.
“We believe that a simple compliment can light up a whole culture of positivity. As part of the sixth year of our World Compliment Day campaign, Pulse Candy is celebrating the ‘Pulse of Moving India’ — the invisible heroes who form the backbone of our lives today. This campaign is about recognising the human spirit that keeps our nation in motion,” Kumar said.
To amplify its outreach, the brand is deploying a region-first digital strategy, combining high-visibility outdoor ‘Thank You’ creatives with geo-targeted media and localised social media collaborations across Instagram, Facebook and X (formerly Twitter). The integrated approach is designed to extend billboard messaging into hyperlocal digital ecosystems, ensuring that communities see their own frontline heroes celebrated in native languages.
The initiative reflects the brand’s continuing attempt to embed itself within cultural moments, while aligning with India’s fast-growing gig economy and youth-led digital engagement trends.
