Brands
Brands need to motivate consumers to buy during Onam
MUMBAI: As Kerala preps itself for Onam celebrations, brands are trying to recoup some of the profits that had been forsaken because of pandemic.
At indiantelevision.com's ‘The Comeback Of Kerala: Onam Returns’, the fifth session was about understanding overall brand sentiments.This panel was moderated by Kalyan Jewellers independent director Anil S Nair. The panellists included Lodestar UM, IPG Mediabrands executive vice president Laya Menon, Asianet News Network VP Unnikrishnan BK, Malayala Manorama VP marketing Varghese Chandy, Zee Entertainment enterprises limited south cluster head Siju Prabhakaran, Mathrubhumi Group national cluster head Sunil Nambiar and Blue Star Ltd VP sales and marketing cooling and purifications products division C Haridas.
According to Nair, for the past three years, Onam in Kerala has been affected by floods and now Covid2019. It has impacted the consumer requirements and sentiments.
C Haridas said, “Though there is an air of caution, people will start spending from Onam. People are positive and they are hoping that the spending spree will start. Onam is the first festival in the long list, it is a melting ground for all product categories. However, consumers will need the right kind of value and motivation then they will be happy to spend.”
He further added that consumers are actually spending on the basis of a need. In Kerala there is a surge in the sale in water purifiers and air conditioners to maintain the humidity. As per him it is a brand's responsibility to create a need in the market.
Nambiar shared that in the past six months, there has been a total change in the way in which people have accepted this as new normal. He also added that except for the first few months consumer sentiment is more positive now. However, he believes that the Onam market is going to be very dynamic, but there needs to be a right plan to pull the consumers. Media also has a major role to play in that.
Elaborating more about the media's role in influencing consumer sentiment, Unnikrishnan highlighted that the month of April came as a blow, but post 15 August he believes the market will pick up and from being in a saving mode people will start to spend.
Menon pointed out that the usual classifieds are still coming and the level of briefs have not come down. As per her, Kerala is still doing better than other states, giving it a reason to become more optimistic. She also thinks that marketers across categories are looking at spending and advertising rates will go up.
Prabhakaran said that brands should look at how they are responding during this crucial time. According to him, over-reliance on Onam is not a very good sign, there needs to be another festival where consumers have the propensity to spend.
Panellists are of the common opinion that Onam is just not Kerala’s interest, it is nations interest to make it successful. It is the right time to sell products but for that there needs to be proper advertisement and promotions.
Also, they noted that brands should not wait till 15 August to see how the market is performing, but they should start advertising now. Offers need to be floated now in order to create a buzz. Brands should give irresistible offers during this Onam to attract more consumers.
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.
