Kolkata : The Dharampal Satyapal Group (DS Group), a multi-business corporation and one of India’s leading FMCG conglomerates, announced the launch of the third season of its much-loved ‘Pujoy Pulse’ campaign, in collaboration with TV9 Bangla. This year’s campaign which is scheduled from September 4th to October 8th, is built around Pulse Golmol, a delightful fusion of tangy imli flavors designed to evoke nostalgia, much like the priceless traditions that harbinger Durga Puja.
In its third edition, Pujoy Pulse will celebrate “GOL KA MOL” – the priceless and traditional circular motifs that embody the essence of Durga Puja. The roundness of a bindi, a dhunuchi, bangles, a dhak, a rosogolla, or a puja thali is more than just a shape, it is the priceless and sacred geometry of our celebration, culture, and continuity. At the heart of this year’s campaign are the women of Bengal, revered as custodians of tradition and celebrated as change makers in every sphere of life.
To bring the spirit of “GOL KA MOL” alive, the campaign will weave together a mosaic of experiences – blending an evocative AI storytelling film titled Gol-MolReAImagined- An AI-driven video celebrating the Priceless Tradition of Durga Puja. There will be “Real-life Durgas” roundtable which will be an exclusive video series featuring Durgas of West Bengal, their journey, contribution and their confession on how Durga Puja has changed over time on the digital platforms: FB, Instagram and YT pages of the campaign (TV9 Bangla). There will also be an exclusive video series featuring the stories of select Women Artisans of West Bengal, their history and journey, followed by felicitation event at the TV9 Studio. The campaign will come alive with a vibrant Pujoy Pulse Canter Roadshow, the joy of an interactive wheel of blessings, and the charm of AI caricatures. Every moment will come together to celebrate the timeless traditions of heritage, innovation, and togetherness.
Ashish Bhargava, Senior General Manager, Marketing, Confectionery, DS Group said, “As Bengal prepares to welcome Durga Puja 2025, 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. This year, we present these traditions in a fresh and intriguing way, with the philosophy of Gol Ka Mol, where every GOL tells a story of continuity, from the bindi that adorns to the dhunachi that sways, from the rosogolla that delights to the puja thali that unites. At the center of it all stand the women of Bengal, the keepers of culture, the spirit of resilience, and the heartbeat of the celebrations. 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."
Mr. Amritanshu Bhattacharya, Managing Editor and Business Head, TV9 Bangla, said: “Pujoy Pulse has become a cultural moment in itself, a celebration of Bengal’s heritage, blended with modern storytelling and community engagement. This year, the campaign deepens its roots by spotlighting women, artisans, and everyday traditions that keep Pujo alive across generations. TV9 Bangla is again proud to partner with DS Group for this cultural voyage that we undertake every year in the run up to Pujo.”
Campaign Highlights:
· AI-Powered Storytelling Film
Following last year’s acclaimed AI narrative on the origins of Durga Puja, this year’s film will highlight how every tradition is not just GOL (round) but also PRICELESS. It will showcase how circular symbols — from the bindi to the thali — hold cultural meaning, while spotlighting women as the carriers of these traditions. The film will premiere on TV9 Bangla and digital platforms.
· Exclusive Roundtable – “Real-life Durgas”
A televised and digital roundtable will feature women achievers from Bengal across art, sport, entrepreneurship, social work, and education. In candid conversations, they will share personal journeys of perseverance and the priceless traditions they hold close during Durga Puja.
· Celebrating Women Artisans
A dedicated segment will spotlight women artisans whose craftsmanship shapes Durga Puja celebrations — honoring their creativity, contribution, and role in preserving cultural heritage.
· Pujoy Pulse Canter Roadshow
Covering 22 towns across West Bengal, the canter will bring festive excitement to communities with immersive experiences, including:
o A giant 3D acrylic “Imli” installation filled with Pulse Golmol candies. Participants can scan a QR code to guess the number of candies and win rewards.
o Wheel of Blessings Game, where participants spin to perform festive tasks like singing, chanting, or dancing to win exclusive hampers.
o AI-powered caricature portraits, framed with circular Pujo-inspired motifs, offering participants a personalized keepsake.
o Entry to activities requires the purchase of a Pulse Candy pouch worth ₹10, making it inclusive and widely accessible.
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