MAM
Chennaiyin FC ink partnership with Polyhose as official presenting sponsor
Mumbai: Chennaiyin FC has roped in Polyhose, a diversified industrial conglomerate, as the club’s official presenting sponsor for the upcoming 2023-24 Indian football season.
The strategic partnership will allow Polyhose to leverage the widespread popularity of Chennaiyin FC to build a positive brand recall and affinity amongst CFC fans. The association is also set to reinforce Polyhose’s presence in the key market of Tamil Nadu and promote its commitment to innovation and engagement with stakeholders.
“We are delighted to welcome Polyhose as Chennaiyin FC’s presenting sponsor. Their commitment to contributing to the growth of the sport is exemplary, and we look forward to achieving great success together both on and off the field. This partnership is a testament to the strength of football in Tamil Nadu and the growth potential it holds,” stated Chennaiyin FC vice-president Ekansh Gupta.
Headquartered in Chennai, Polyhose has established global footprints with a presence in North and South America, Europe, the Middle East, Southeast Asia, South Africa and Australia. As part of the partnership, the company’s logo will be featured on the back of the Chennaiyin FC jersey while the H Stand inside the team’s home turf at the Jawaharlal Nehru Stadium will be renamed as the Polyhose Stand.
“We are pleased to announce the sponsorship of Chennaiyin FC, to support the football team and create electrifying moments for Chennai Fans. We’re big football fans who are proud of the growth of our local team, so sponsoring the club this season was a great choice. Through this collaboration, the two organizations share common goals of commitment to excellence and innovation while offering a wide range of unique and special experiences in this season. Wishing good luck to the entire team,” Polyhose managing director Shabbir YJ.
To make the association even more exciting, the kids of Polyhose’s employees will have the unique opportunity to walk out with Chennaiyin FC players during three home matches in the season, creating a memorable experience for them.
Chennaiyin FC will be in action on Saturday when they host Mohun Bagan Super Giant in their first home match of the Indian Super League 2023-24 season.
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.
