Brands
Courtyard By Marriott reveals new positioning
MUMBAI: Hospitality company Marriott International has given one of its key brands – Courtyard by Marriott – an updated logo and look. On the occassion, the company has also launched a new ad film that reflects its new positioning focussing on what success means to its next generation of guests.
Created by Ogilvy Mumbai, the campaign revolves around a day in the life of Garima Avtar – one of India’s top female rally drivers. It merges her stint on the track with her stay in the hotel seamlessly and reveals how the brand supports the champion in her passion for rally racing.
Ogilvy Mumbai group creative director Burzin Mehta said, “Speaking to one’s audience for the very first time is never easy. And this campaign was no different. But what stood out in this brief was the absolute synergy between the brand and its audience.”
He adds, “The spot, aptly titled Driven, tells the story of a real trailblazer – a female champion in a male-dominated sport. Unlike lots of hospitality advertising, this one’s not so much about rooms and restaurants as much as it is about mirroring the attitude of the consumer. And we’ve seamlessly merged two very different aspects of Garima’s life, to tell that story.”
Marriott International Asia Pacific vice president – brand and marketing Mike Fulkerson said, “The evolution of the Courtyard brand reflects the changing mindset of Courtyard’s “next generation of guests” – trailblazers who have a different perception of success (it’s not just about climbing the career ladder, but more about chasing their personal and professional passions, and collecting experiences). The spot is an articulation of our shared belief system – the passion that drives you as a person, is the passion that drives us as a brand.”
Debuting with a video spot on CNBCTV18.com’s new digital series ‘Disruptors’ (of which Courtyard by Marriott is also a sponsor), the video will also run across other digital advertising platforms and the brand’s social media channels.
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.
