Brands
Asian Paints taps grandmasters Anand, Gukesh for new Apex Protek push
INDIA: Asian Paints has rolled out a new campaign for Apex Ultima Protek, enlisting chess grandmasters Viswanathan Anand and Gukesh Dommaraju to spotlight what it bills as the category’s first graphene-powered exterior paint. The film casts the duo in a light-hearted strategic duel, using their banter to underline the product’s promise of “grandmaster-level” defence against harsh weather.
Graphene, one of the strongest materials known to science, reinforces the paint’s lamination system and is designed to boost resistance to rain, heat, humidity and dust. The product carries a 12-year performance warranty and is aimed squarely at homes across southern India, where monsoon deluges, sweltering summers and dust-heavy conditions push exteriors to the limit.
Asian Paints MD and chief executive Amit Syngle, said the shift to graphene marks “a major leap” in the exteriors category and brings “strategic, intelligent defence” from the chessboard to the walls of the home. Ogilvy India chief client officer B Ramanathan, said the pairing of Anand and Gukesh helps deliver the science “in a simple, engaging manner”.
The campaign blends technology, cultural cues and Asian Paints’ long-running focus on weather-proofing to reinforce its grip on the southern market.
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.
