MAM
Asian Paints brushes up trust with ‘Decades of Warranty’ campaign
MUMBAI: Promises may fade, but Asian Paints insists its colours and its word never will. The country’s leading paints and décor giant has rolled out a new nationwide print campaign, ‘Decades of trust, warranty that lasts’, splashed across the front pages of top national and regional dailies. Carrying the line “The years will change. Our promise won’t,” the campaign reinforces the brand’s legacy of reliability that has tinted Indian homes for over 80 years.
At the heart of the campaign lies the company’s formidable warranty portfolio stretching well beyond the industry’s short-term norms. From 4 years on smart emulsions to a robust 12 years on luxury ranges, Asian Paints has long assured longevity. This year, it raised the bar even higher with Smartcare Infinia, a first-of-its-kind product offering a 25-year warranty making it a true outlier in the paints category. With every second home in India carrying its mark, the brand isn’t just selling colour; it’s cementing confidence across generations.
The new campaign is the latest stroke in Asian Paints’ evolving communication journey. Earlier this year, it launched ‘Asian Paints ki Warranty, India ka Har Doosra Ghar Kehta Hai’, spotlighting how households across geographies vouch for its trust. That was followed by the Independence Day tribute ‘Colours of India’, a celebration of the tricolour through its portfolio of over 5,000 shades. With ‘Decades of Trust, Warranty that Lasts’, the brand now anchors itself firmly in the consumer’s faith, promising to guard homes season after season.
Asian Paints MD & CEO Amit Syngle summed it up best: trust, he said, “is not about short-term commitments, it’s about standing by families for years and decades with performance, protection and proof.” With the campaign set to expand beyond print into cricket tie-ups and digital amplifications, the message is clear: while walls may change hues, Asian Paints’ pledge of protection isn’t going anywhere.
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.
