MAM
Adidas becomes official footwear partner for the India CWG contingent
Mumbai: Sportswear giant Adidas comes on board as the official performance footwear partner for the Indian contingent at the 22nd Commonwealth Games (CWG) 2022 in Birmingham, England scheduled from 28 July to 8 August 2022.
Interestingly, Adidas unveiled Supernova (its latest performance footwear), along with a customised backpack and duffle bag for the athletes as part of the official CWG kitting during their send-off ceremony. The brand has always been at the forefront of supporting and empowering athletes with the best-in-class performance enhancing gear.
This year’s CWG contingent includes some of Adidas’ leading athletes like Mirabai Chanu, Lovlina Borgohain, Hima Das, Nikhat Zareen, Manpreet Singh, Jeremy Lalrinnunga and Manika Batra, who will be gunning for Gold in their respective sports.
Speaking on this partnership with the IOA, Adidas senior director-brand Sunil Gupta said, “We are incredibly proud of this partnership with the Indian Olympic Association for the CWG. Our endeavour is to support our athletes with the best performance gear to enhance their sporting experience and setting them up for success.”
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.
