MAM
Ad Break | Youngsters lose their idea of creativity when they get into workplace: Bharat Dabholkar
NEW DELHI: Bringing the concept of “Hinglish” language to advertising and pioneering, with a few others, the art of including satire and humour in brand-selling, ad-guru Bharat Dabholkar is one of the finest ad-men our industry has.
Opening the first season of Indiantelevision.com Ad Break, an initiative to outline the creative nooks of the ad-world, Dabholkar opened up on his idea of creativity, his journey in the industry, and the idea of humour in the modern marketing.
The versatile playwright and actor shares that out of the many roles he has played in his professional career, spanning over four decades, advertising has been the most difficult and challenging one. “In theatre, or in films even, you are aware of who your consumer is. When I do a play, I know who is watching my play. If I find that something is not working, I can change it before the next show. If I don’t feel like writing a play, I don’t have to write a play for the next two years. If I don’t want to write a film, I don’t have to write a film for the next 10 years. Nobody bothers. But advertising is ‘creativity on demand.’ Advertising means that day-in, day-out all these years, you have to keep coming up with great creative ideas on a daily basis.”
He adds that currently, the advertising industry is facing a dearth of good writers because the younger generation, which is more creative and aware, isn’t interested in being a part of the mainline agencies. Dabholkar adds, “Youngsters have a fantastic idea of how things can be created, which I think they lose when they get into a workplace because then they are told what to do. I think people kill their creativity.”
Dabholkar notes that in today’s time, people must stay away from three things while writing; religion, communalism and sexism. “These things work with stand-up comedians because they are not selling anything. Their audience will come, have a drink and are of a similar kind mindset. They laugh and if they don’t like you they will curse you and go away. If we are talking about hard selling of products, then you have to be careful.”
Listen to more interesting anecdotes on creativity powered by Dabholkar’s personal experiences in first break of Ad Break.
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.
