Brands
Amul gets relief in ice-cream ad case against HUL
MUMBAI: Providing some relief to Gujarat Co-operative Milk Marketing Federation (GCMMF)-run Amul the Bombay High Court has allowed it to run its two TVCs, which were objected to by Hindustan Unilever Ltd (HUL), but only after deleting portions disparaging rivals like Kwality Wall’s.
In the said judgment that ran into 87 pages, Justice Kathawalla had noted that in 2012-13, Amul started a campaign by distributing pamphlets stating the difference between a frozen dessert and ice cream. These pamphlets state: “Usse real milk wala Amul ice cream khilayein, Vanaspati tel wala nahi”. While frozen desserts contain vegetable oil, ice creams contain dairy fat.
A division bench headed by Justice BR Gavai and Justice RI Chagla took the decision on an earlier appeal filed by GCMMF against the past judgment of a single bench of Justice SJ Kathawalla restricting Amul from broadcasting the two TV ads showing vanaspati (vegetable oil) flowing in a cup with frozen dessert written on it. The said campaign was launched in March last year and emphasised the difference between ice-creams (made from milk fat) and frozen desserts (made from vegetable oil). HUL objected to the ads stating Vanaspati is not used in the manufacture of frozen desserts by Kwality Wall’s, instead, edible vegetable oil is used.
However, the court also found that there was no need to restrain Amul from broadcasting both TVCs entirely – “We are of the view that such a blanket injunction could not have been granted by the learned single judge. A perusal of the advertisement would reveal that entire TVC cannot be said to be of objectionable nature.”
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.
