Brands
Amazon Prime now available in India
MUMBAI: With an introductory price of Rs 499 for a year, Amazon Prime is now available in India to give users same day or next day delivery on orders and 30 minute early access to lightning deals. After the inaugural pricing period, a Prime subscription will cost Rs 999 a year.
Items eligible for Prime benefits are marked on the website with the Prime logo next to it. Alternatively, users can choose the Prime logo filter to view the items available on Prime.
The company has announced that Amazon Prime Video will be coming in later but it has not given a timeline. Prime Video will have access to Amazon Original Series, movies and TV shows from India and around the world.
In the U.S., Amazon Prime offers over 40,000 movies and TV shows, a million songs and 500,000 free ebooks for $99 per year. It has begun talks with Bollywood producers and independent production houses for building video content from India. Amazon CEO Jeff Bezos announced that $300 mn (approx Rs 2,000 cr) will be invested in its India unit.
Overall, it’s a great news for Indian entertainment industry, as such heavy funding will surely bring out the top talent and potential superstars.
With this, Amazon’s total investment commitment in India goes up to $5 bn; the $3 billion announced now, plus the $2 billion investment announced back in July 2014, which the company has already completed in phases over the past two years.
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.
