MAM
Biryani By Kilo teams up with IPL star Shivam Dube
Mumbai: Biryani By Kilo, Biryani & Kebab chain, announced its collaboration with Indian cricket star, Shivam Dube. This partnership aims to celebrate the spirit of the Indian Premier League with the irresistible flavours of the brand’s culinary delights and elevate the matchday experience.
Known for his stellar performances with Chennai Super Kings, Shivam Dube perfectly embodies the “dumdaar” spirit of both the IPL and Biryani By Kilo’s delicacies. This strategic choice is further amplified by biryani’s status as the most-ordered dish during this IPL season. By partnering with the rising star, the brand aims to connect with cricket fans on a deeper level and position itself as the go-to choice for delectable food throughout the season.
In a recent video shared across Biryani By Kilo’s social media handles, Dube is captured immersed in the overwhelmingly positive response from his fans, acknowledging the need to uphold their expectations. He emphasizes the importance of maintaining peak performance, and what better way to fuel his game than with a flavour-packed biryani, kebab & phirni from Biryani By Kilo? The video concludes with Dube urging viewers to indulge in the explosive flavours and authentic taste of the brand’s biryanis, kebabs, and curries throughout the IPL season.
Biryani By Kilo co-founder & co-CEO Vishal Jindal said, “Cricket holds a special place in the hearts of Indians, and each year, the IPL unites everyone in a celebration of passion and skill. We are thrilled to partner with Shivam Dube, a true icon of Indian cricket, who perfectly complements the thrill of the IPL season. Just as Shivam brings ‘dumdaar’ power to the field, our biryanis are infused with ‘dumdaar’ flavours and authentic ingredients. Through this, our aim is to offer cricket enthusiasts delectable match day moments that combine the excitement of the game with the unmatched flavours of our signature dishes.”
The campaign intends to deliver cricket fans bite-sized content that celebrates their shared love for cricket and delicious food. With over 100 outlets in 45 cities across the country, the brand is making it even easier to enjoy these delectable dishes throughout the season with a limited-time discount. Customers can enjoy discounts on orders placed through the BBK website or app using the code “SHIVAM100”.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
