Brands
CLEAR Premium Water set to undertake majority stake in KELZAI Volcanic Water
Mumbai: In a ground-breaking strategic move, CLEAR Premium Water announced undertaking a majority stake in KELZAI Volcanic Water, celebrated for its distinctive natural mineral water sourced from volcanic springs.
This acquisition marks a milestone for CLEAR Premium Water as it boldly charts its course toward expanding its product portfolio and pioneering innovation in the bottled water industry.
KELZAI Volcanic water is a testament to the ancient tale of a million years ago when the supercontinent of pangaea tore itself apart, which led to the formation of the mighty Indian subcontinent. The interaction of the rigid lithospheric plates led to volcanic activity that led to lava oozing out and creating layers of mineral-rich volcanic rock basalt. This basalt then piled into sheets giving rise to the mighty Sahyadri ranges, even older than the Himalayas.
The rainwater that penetrates the mountains and the rocks gets naturally purified drop-by-drop embodying the purity of essential minerals like magnesium, calcium, and sodium. This process along the way balances the PH levels ranging from 7.5 to 8.2
CLEAR Premium Water Founder & CEO Nayan Shah expresses his excitement stating, “Our association with KELZAI Volcanic Water underscores our dedication to meeting the increasing demand for natural mineral water. With the strategic plant location, we aim to reach a broader audience, leveraging Clear’s expertise, extensive network, and KELZAI’s established brand identity. This alliance is set to transform KELZAI’s market presence, ensuring remarkable growth and establishing dominance in the luxury water segment. This partnership enhances our natural mineral water offerings, positioning us to deliver exceptional value and impeccable service to our customers.”
In recent years, the surge in fine dining and the emergence of niche culinary experiences have heightened the demand for natural mineral water. KELZAI is poised to seamlessly elevate the overall dining experience in these establishments, while also meeting the needs of a broader luxury audience in various settings such as cafes, restaurants, institutions, multiplexes, hotels, and more.
Under the terms of this acquisition, KELZAI Volcanic Water will be exclusively distributed and marketed by CLEAR Premium Water’s parent company, Energy Beverages Private Limited, leveraging its robust network and Pan India Presence. This association underscores a shared dedication to delivering the highest quality natural mineral water, promising exceptional service, and an augmented market share for both CLEAR Premium Water and KELZAI Volcanic Water.
The synergy between CLEAR Premium Water and KELZAI Volcanic Water heralds a new era in the industry, promising a dynamic combination of expertise, innovation, and unwavering commitment to sustainability and quality. This strategic alliance is set to captivate the market and reinforce CLEAR Premium Water’s position as a prominent player in the bottled water industry.
KELZAI Volcanic Water is available in 200 ml, 500 ml, and 1 litre biodegradable PET bottles, as well as available in 300 ml, 500 ml, and 750 ml glass bottles (Still & Sparkling)
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.
