MAM
Adidas signs up Zaheer Khan and Ashish Nehra
NEW DELHI: Adidas India Marketing has signed up with India’s fast bowling duo, Zaheer Khan and Ashish Nehra, to endorse its entire range of products, today.
The sports brand already has deals with cricketers Sachin Tendulkar and Virender Sehwag.
An official release informs that the contract with Khan and Nehra is for three years. This sponsorship is in line with the company’s philosophy internationally, of sponsoring the best athletes and sports persons to endorse its products. Khan and Nehra will endorse the entire range of Adidas products that include sports footwear, apparel and accessories the release states.
According to Adidas India marketing’s MD Tarun Kunzru, “Zaheer Khan and Ashish Nehra’s passion and commitment are among the character traits that not only make the duo one of the fiercest competitors and exciting players to watch in cricket, but also the perfect fit for our brand.”
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.
