MAM
Breaking the Digital Code at the 2nd Edition of The Advertising Club’s D-CODE
Mumbai : India’s digital ecosystem has over the last few years taken significant growth strides by playing a decisive role in scripting success stories for many brands. An evening dedicated to showcasing and deliberating on these inspiring stories saw the best media, marketing and advertising brands come together at the value-driven, learning event – The Advertising Club’s D-CODE presented by MX Player and powered by Tik Tok Ads. A curated panel of 13 industry though leaders inspired and stirred conversations by sharing an example of their own best work, one work they admire and 3 learnings they would want to share with the audience.
Addressing the forum were Amarjit Singh Batra, Managing Director, Spotify; Jogesh Lulla, COO, Corner Stone Sport and Entertainment; versatile Standup Comedian, Musician & Filmmaker, Kenny Sabastian; Karan Bedi, CEO, MX Player; Mustafa Ghouse, Chief Operating Officer, JSW Sports Pvt Ltd; Nirmal Pulickal, Head – Facebook Creative Shop, Facebook; Partha Sinha, Vice Chairman and Managing Director, McCann Worldgroup; Rashi Goel, VP- Consumer Communication Media, CRM & NHW, Nestle; Sachin Sharma, Director – Sales & Partnerships; Bytedance (Tik Tok); Sidharth Rao, CEO & Co-Founder, Dentsu Webchutney; Srivats TS, VP Marketing, Swiggy; Sumeet Narang, Vice-President – Marketing, Bajaj Auto and Vikas Agnihotri, Country Director, Google.
Vikram Sakhuja, President, The Advertising Club, opened the evening saying: “With D-Code we aim to break the definitive code of digital marketing. Today, most marketers are exploring various formats, forms and platforms to bring business value using digital marketing and the insights of our speakers today will go a long way in paving the best success stories for the industry in the coming years.”
Aditya Swamy – Managing Committee Member, The Advertising Club said: “The goal of D-Code is to inspire and be inspired. With a range of speakers from across the eco system showing work by brands, platforms and talent, I hope we were able to raise the bar and give marketers thought starters to crack the Massive digital opportunity.”
Punitha Arumugam – Managing Committee Member, The Advertising Club said: "26 case studies and 39 tips on digital in one evening was time well spent. We had great feedback from the audience with inputs on how to make D-CODE even larger and better in 2020."
The five key learnings that the advertising, digital and marketing fraternity can take back from D-CODE 2019 are:
1) It’s not the output but the outcome that matters in the digital world.
2) Same customer consumes differently hence platforms matter.
3) Connect customer data across touch points for a holistic view of the market.
4) Plan ahead so you can be relevant and always answer ‘what’s in it for me’ for the customer.
5) Learn to create before you sell as technology changes, but people don’t.
With a galaxy of the who’s who of the media, advertising and digital industries in attendance, the second edition of D-CODE established once again established that knowledge sharing is the way to success for all.
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.
