MAM
CNBC-TV18 to have a distribution head
Mumbai: CNBC-TV18 has hired a head of distribution, ahead of the launch of its Hindi business news channel.
The two channels, however, will continue to be part of the Zee-Turner distribution bouquet. The responsibility of the distribution head will be to liaison with the Zee-Turner team.
Sisir Pillai, who was chief of the film exhibition division in Metalight Productions, has been hired to head the distribution team. He will be reporting to the marketing head and may have a small team.
Walt Disney and NDTV have set up dedicated distribution teams, despite being part of distribution bouquets. The idea is to monitor the distribution growth and placement of the channels.
With cable networks getting choked in bandwidth, new channels are fighting to get carried to consumer homes. One way out is to join an existing bouquet. But as distribution bouquets are becoming larger, channels feel the need of having their own team to provide specific attention. A dedicated distribution team will interact with cable operators on a regular basis to try and push the channels in a crowded environment.
But CNBC-TV18 has no such plans of setting up a dedicated distribution team the way Walt Disney is doing, says chief executive officer Haresh Chawla. “We are not having such plans as Walt Disney. We are launching a new channel. So we have added a distribution head who will form part of the marketing team.”
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.
