Brands
Kryptonic sound: JBL and Superman turn up the volume on fandom
MUMBAI: Who needs a cape when you’ve got Dolby Atmos? JBL is making super soundwaves this July, teaming up with Warner Bros. Discovery Global Consumer Products India for a blockbuster collaboration celebrating the big-screen return of Superman James Gunn’s much-anticipated take on the Man of Steel, flying into theatres on July 11. The partnership launches a thumping 360-degree campaign, The Sound of Greatness, featuring JBL’s premium Live Series Headphones, True Wireless earbuds, and Soundbars all tuned to deliver audio worthy of Krypton.
Fans can step into Superman-themed Experience Zones across 2,000 retail outlets in India, where JBL’s soundbars powered by Dolby Atmos and MultiBeam tech elevate the trailer into a front-row seat for a cinematic sonic boom. These immersive setups are more than product demos, they’re audio adventures.
But the retail show isn’t just ear candy, it’s interactive. A customer engagement programme allows fans to earn points and win both premium JBL products and exclusive Superman merchandise. Meanwhile, a unified visual identity across offline and online channels ensures co-branded point-of-sale displays, merchandise, and campaign creatives reinforce the “Superman-meets-sound” buzz at every touchpoint.
The sonic superheroics spill onto social media with #TheSoundOfGreatness, inviting users to share why their favourite JBL product packs a punch. Whether it’s the bass, design, or overall vibe, select fans will win movie tickets to catch Superman in theatres surround sound included.
“JBL is synonymous with powerful audio that inspires through sound,” said Warner Bros. Discovery Global Consumer Products Group vice president for APAC Vikram Sharma. “We’re thrilled for fans to experience this high-octane crossover of two legendary brands.”
Harman India vice president of lifestyle Vikram Kher added, “Both JBL and Superman have decades-long legacies in creating joy, emotion, and cultural impact. This isn’t just marketing, it’s a movement in entertainment.”
The collaboration doesn’t just boost product visibility, it fuses pop culture, tech, and retail into one seamless super-experience. As DC Studios and Warner Bros. Pictures bring Superman back into orbit, JBL is proving that in the battle for greatness, sound is a superpower all its own.
So this July, whether you’re watching Clark Kent take flight or just vibing to your playlist JBL’s got your back (and your ears).
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.
