Korean artist Aoora’s collaboration with Pulse for a special Christmas campaign brought together two very different worlds in an unexpectedly authentic way. Pulse, an iconic Indian candy rooted in street culture and childhood nostalgia, found a new voice through a global K-pop artist who didn’t just collaborate — he blended in.
By singing the Pulse jingle, Aoora became part of a brand deeply loved across generations in India. Instead of adapting Indian culture for global appeal, the campaign flipped the narrative, with a Korean artist stepping into a distinctly desi cultural space.
The collaboration highlights how Hallyu in India is evolving — moving beyond fandom into real cultural exchange built on everyday experiences. Aoora x Pulse proves that when global pop meets local love, the result is genuine, relatable, and completely desi.
