MAM
AFAA turns the spotlight on brilliance in advertising
MUMBAI: The Asian Federation of Advertising Associations (AFAA) is turning up the creative heat with the return of its Brilliance Awards, inviting entries for its highly anticipated second edition. With ten top advertising categories in the spotlight, the awards aim to honour campaigns that don’t just win trophies but genuinely build brands.
“Awards should celebrate advertising that works, not just ads made for awards,” said AFAA chairman Srinivasan Swamy. “That’s why our jury—comprising top advertisers from across Asia—will focus on real brilliance, the kind that makes an impact in the real world.”
After a resounding response to its inaugural edition, the Brilliance Awards 2025 are now open for submissions across categories such as automotives, banking, consumer durables, food & beverages, e-commerce, fashion, pharma, real estate, telecom, and travel. Brands and agencies can submit their entries online before the deadline on March 31, 2025.
In keeping with AFAA’s ethos that true creativity is priceless, there’s no entry fee, only a stage to showcase work that truly shines.
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.
