MAM
Conrad Clifford to lead IATA in Asia-Pacific
NEW DELHI: The International Air Transport Association has appointed Conrad Clifford as Regional Vice President for Asia Pacific. Clifford joins IATA on 1 February 2014 and will be based in its Asia Pacific Regional Office in Singapore. He succeeds Maunu von Lueders, who is retiring from IATA.
Clifford’s career in aviation spans over 30 years. Most recently he served as Acting Managing Director of Antrak Air Ghana (2012 to 2013), and was formerly CEO of Monarch Travel Group (2010 to 2012) and of Virgin Nigeria (2005 to 2009). His career has also included work for Cathay Pacific Airways, Virgin Atlantic Airways, Menzies Aviation Group and Emirates.
“Conradbrings to IATA a unique perspective. He has broad and deep experience in both airlines and suppliers; and has lived and worked in many countries in Asia and around the world. I am confident that he will provide strong leadership to IATA’s activities as we serve our airline members and industry stakeholders in the dynamic and exciting Asia-Pacific region,” said Tony Tyler, IATA’s Director General and CEO.
“I look forward to leading IATAin Asia Pacific as we embark on the 2nd century of commercial aviation. The region offers tremendous opportunities. Many of the region’s governments are using aviation as a critical element of their economic strategies. Some, however, are struggling to provide the foundation for the industry’s success. In both cases IATA has an important role to play. I, personally, will place a key priority on further developing IATA’s partnerships across the region. These will enable IATA’s global standards and global perspective to deliver maximum value to the safe, sustainable and profitable development of aviation,” said Clifford.
“I want to thank Maunu for his service and contributions to IATA and to our members in Asia-Pacific over the last three years. I wish him a long and happy retirement,” said Tyler. Von Lueders will retire from IATA on 14 March 2014.
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.
