MAM
DENTSU CREATIVE India launches first ever 360 degree campaign
Mumbai: DENTSU CREATIVE India has partnered with Orange Health Labs, a leading health-tech start-up, to launch the brand’s first-ever 360-degree campaign. The campaign is centered around an issue that is critical yet largely unrecognised in the healthcare industry – the impact of the freshness of blood on test accuracy.
It is pertinent to note here that DENTSU CREATIVE India was awarded Orange Health Lab’s creative mandate in December 2022. The mandate includes providing the brand with 360-degree creative solutions and expanding its reach to audiences throughout India.
The tongue-in-cheek campaign features the renowned actor and Orange Health Labs’ brand ambassador, Ayushmann Khurrana. The films showcase him taking a blood sample to the lab while emphasising the issue of batching in the healthcare industry. Through the campaign, Orange Health Labs highlights its unique offerings, which include home sample collection, rapid 2.5-hour testing, elimination of batch testing, and 100% accurate results.
Speaking about the campaign, Orange Health Labs founders Dhruv Gupta & Tarun Bhambra said, “Orange Health Labs was founded to enable the convenience of on-demand at-home collections and ensure report accuracy for consumers. This campaign is an attempt to raise awareness that you can now get both, only with Orange Health. We are excited to have Ayushmann as our brand ambassador, as he represents modern and logical choices through his work.”
DENTSU CREATIVE India president – South and West Indrajeet Mookerjee added, “In the backdrop of the pandemic, the healthcare industry became saturated with players, making it hard for consumers to make a choice. Our challenge was to devise a sharp and witty campaign to cut through the clutter and highlight Orange Health Labs’ core propositions of speed and accuracy.”
DENTSU CREATIVE India creative director Siddharth S commented, “While communicating the message is crucial, it is equally vital not to distress our consumers. Our campaign employs humour to convey the message that the ‘Freshest samples yield the most accurate results.”
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.
