Brands
Amway India onboards Mirabai Chanu as brand ambassador
Mumbai: FMCG major Amway India, through Emmanuel Global Consultancies, has partnered with Olympian Saikhom Mirabai Chanu as the brand ambassador to promote Amway and its Nutrilite range of products.
Chanu will spearhead brand campaigns focused on its foundation range such as Nutrilite Daily, Omega and All Plant Protein amongst others, across platforms. The association with the Olympic medalist is in line with Amway’s focus on consolidating its health and nutrition category, especially targeting women and youth in the country, the company said in a statement.
Amway India CEO Anshu Budhraja said, “Amway and Nutrilite symbolise the best of entrepreneurship, opportunity, women empowerment, nutrition, and wellness globally. Our association with Mirabai Chanu is a natural choice. She exemplifies our values of hope, commitment, self-empowerment, healthy living; and her commitment to fitness is unparalleled. This makes her the perfect partner to further amplify our ethos of helping people live better, healthier lives.”
“Our association with Ms Chanu is also a tribute to our incredible women leaders who have been leading from the front and re-imagining the future, for themselves, for their families, and ultimately for the society at large. Comprising over 60 per cent of direct sellers, women and youth are at the heart of this incredible organisation and are the enablers in helping us drive the commitment towards entrepreneurship to empower the women and our women,” he added.
Amway India chief marketing officer Ajay Khanna commented, “As the nation prepares to build their health and strengthen their immunity, we are delighted to welcome Mirabai Chanu to the Nutrilite family. Her unmatched dedication to fitness and youth appeal resonates well with Nutrilite’s world-class image offering the best of nature and the best of science for optimal health.”
Speaking about the brand association, Mirabai Chanu said, “Nutrilite is an iconic brand, recognised globally for its plant-based approach to dietary supplements. As a professional athlete, I am always looking for ways to improve my fitness and thereby, my game. Hence, proper nutrition through a balanced diet is extremely important for me. I am excited to join hands with Nutrilite –which is the world’s top vitamins and dietary supplements brand, committed to making people’s lives healthier.”
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.
