Brands
Akzo Nobel India rebrands as JSW Dulux after JSW Paints takeover
MCA approves name change effective March 11 following 60.76 per cent stake acquisition.
MUMBAI: In India’s fiercely competitive paints market, even the name on the tin can signal a new coat of strategy. Akzo Nobel India Limited has officially rebranded itself as JSW Dulux Limited after receiving approval from the Ministry of Corporate Affairs (MCA), marking the formal integration of the company into the JSW Group ecosystem. According to a regulatory filing submitted to BSE Limited and the National Stock Exchange of India under Securities and Exchange Board of India listing regulations, the MCA issued a fresh Certificate of Incorporation dated March 11, 2026, approving the company’s new name with immediate effect.
The filing confirmed that the corporate name has been officially changed from Akzo Nobel India Limited to JSW Dulux Limited, and the company’s Memorandum of Association and Articles of Association have been amended accordingly.
“We wish to inform you that MCA has issued a fresh Certificate of Incorporation pursuant to change of name dated 11th March 2026, thereby approving the change of name of the company from ‘Akzo Nobel India Limited’ to ‘JSW Dulux Limited’ effective 11th March 2026,” the filing stated.
The company also said it is currently completing procedural formalities required to update the new name across stock exchange records and official websites.
The rebranding follows earlier announcements made on January 28 and March 3, 2026, when the company had informed exchanges about its proposal to adopt the JSW Dulux identity.
The change comes in the wake of a major ownership shift. On December 10, 2025, JSW Paints acquired a 60.76 percent shareholding in Akzo Nobel India through a share purchase agreement with Imperial Chemical Industries Limited and Akzo Nobel Coatings International BV.
Following the acquisition, JSW Paints became the promoter and holding company of the entity.
Under the provisions of the Companies Act 2013, the company will continue to display its former name alongside the new one for two years wherever the corporate name is required to appear.
The move signals the JSW Group’s deeper push into India’s decorative paints market, where the newly named JSW Dulux will compete with established players including Asian Paints, Berger Paints India and Indigo Paints.
With the Dulux brand now operating under the JSW umbrella in India, the name change effectively paints a new chapter for the company as it navigates one of the country’s most competitive consumer categories.
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.
