MAM
OOH Media forays into healthcare, pharma segment
MUMBAI: OOH Media, the Ishan Raina-owned out-of-home television company, has forayed into the healthcare and pharma segment.
To begin with, the company has tied up with hospitals across various metros including Mumbai, Delhi, Kolkata, Lucknow and Bangalore to install over 200 screens at prime locations of the hospitals.
As part of its first-phase expansion plan, OOH Media has added Wockhardt, Bombay Hospital, Global Hospital, Batra Hospital, RTIIS and Asian Heart Institute to its profile list.
The screens installed in these hospitals will run both commercial and non-commercial vignettes in terms of content. Additionally, health issues will also be addressed to provide visitors with the requisite information on healthcare. The creative for the campaigns will be created by the in-house content team of OOH Media.
Says OOH Media CEO Ishan Raina, “Healthcare & Pharma is one of the fastest growing sector today which is in need of looking for innovative ways of doctor engagement and patient education. The initial response from the pharma industry has been very encouraging.”
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.
