Brands
DS Group launches ‘Pulse Litchi’ with a tangy twist
Bangalore, 25 September, 2018: Pass Pass Pulse added an exciting new flavour, Pulse Litchi to a line of successful variants like, Kachcha Aam, Guava, Orange and Pineapple. Pass Pass Pulse has retained its number one position in the Hard Boiled candy segment for two consecutive years, due to its unique and innovative combination of flavors popular across all age groups. Pulse Litchi keeps the tradition going, with an exciting flavour of Litchi tuned finely by a burst of tangy powder at the core, resulting in a symphony of flavours! The new Pulse Litchi will be available for Rs. 1 in a pillow pack.
Commenting on the occasion, Mr. Shashank Surana, VP, New Product Development,
DS Group, said, ‘’Customer Delight is a strong focus of all our endeavours. Through Pulse Candy, we want to deliver an enjoyable, luscious experience that not only meets, but exceeds the customer’s expectations. We hope Pulse Litchi will be one such flavour that provides a flavoursome journey of surprises. Based on our initial test marketing of Pulse Litchi, we anticipate a good response from all across the country.”
The candy is being launched across India in phases, leveraging the distribution network of
‘DS Group’ to reach out to its target group. The launch of ‘Pulse Litchi’ will be marketed with
in-shop displays, exclusive merchandise promotions and focused sampling through various consumer contact activities to garner visibility and reach.
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.
