Brands
Bajaj Consumer Care posts 29 per cent profit rise
MUMBAI: Bajaj Consumer Care Limited, the Udaipur-based FMCG powerhouse, has stirred up a healthy mix of growth and profit for the quarter ended 30 September 2025. The standalone net profit jumped to Rs 4,301.67 lakh, up 29 per cent from Rs 3,315.54 lakh in the same period last year, while total revenue rose 7 per cent to Rs 49,698.47 lakh.
Revenue from sales of goods climbed to Rs 24,163.61 lakh, reflecting steady consumer demand, while other operating income added Rs 1,086.29 lakh to the kitty. The company managed its expenses well, keeping cost growth in check despite higher advertising, employee, and raw material costs.
On the balance sheet front, total assets stood at Rs 85,635.21 lakh, with equity at Rs 68,138.49 lakh. Bajaj also maintained strong liquidity, with cash and bank balances at Rs 3,728.06 lakh.
The half-year cash flow highlights an operating inflow of Rs 8,263.39 lakh, while investing activities brought in Rs 10,127.99 lakh, partly offset by Rs 19,249.98 lakh used in financing, mainly for equity buybacks.
Bajaj Consumer Care’s sparkling performance shows the FMCG leader is fizzing with growth and keeping its bottom line effervescent, even in a competitive 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.
