MAM
Mudra adds McDowell’s whiskey to its kitty
MUMBAI: Mudra, has just added McDowell’s No.1 whiskey to its portfolio of brands. The creative business for McDowell’s will be handled from Bangalore.
Commenting on the win, Mudra South head and EVP
S Radhakrishnan says, ” We have been working with McDowell for the past nine years on the various brands. That has allowed us to showcase our creative abilities and strategic intent. McDowell has been happy with the kind of work we have done for them and suggestions on No.1 have resonated. The shift is, to our mind, a reward for the good work.”
Mudra Bangalore head Saurabh Saksena says, ” We will be handling No. ! on an All India Level. Given he fact that it is the largest whiskey brand in the country, quite obviously, it will be supported adequately across markets of interest. We firmly believe that as one of the strongest creative forces in the South, we will be able to do a lot on the brand. With this win, we will handle No. 1, Derby Special Whisky and developmental brands.”
McDowell No ! whiskey is a flagship brand of the UB Spirits division launched in the early 70’s, the brand is today the market leader, selling not just in India, but also in Canada, Dubai, Japan, etc. It is also the world’s fastest growing whisky brand and features among the ‘millionaire brands’ brands that sell over 1 million cases).
The Mudra South portfolio also includes brands such as Prestige, Henkel, Peter England, Paragon, TI Cycles, Epson Printer, Cycle Agarbatti, RmKV and Deccan Herald, Satyam, Malyalam Manorama among others.
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.
