MAM
DBS Bank India announced as the exclusive banking partner for “Srikanth”
Mumbai: Marking a significant milestone in its brand journey, DBS Bank India was announced as the exclusive banking partner for “Srikanth,” a biopic that chronicles the extraordinary story of Srikanth Bolla, a visually impaired Indian industrialist.
The film, starring Rajkummar Rao, Jyothika, Alaya F, Sharad Kelkar, sheds light on Bolla’s determination and resilience as he overcame challenges to establish Bollant Industries, an eco-friendly company that empowers the differently abled.
Bolla, despite facing hurdles, tenaciously pursued his education, emerging as the first international visually impaired student in MIT. In 2011, he co-founded the Samanvai Center for Children with Multiple Disabilities, showcasing his dedication to inclusive education. The following year, in 2012, he established Bollant Industries. By 2016, he had extended his impact as the director of the Surge Impact Foundation.
DBS Bank India will leverage this partnership through strategic in-film branding, co-branded videos, and social media contests. The bank will extend the reach of this collaboration through branding across its branches and offices, fostering a deeper connection with employees and customers alike. Select customers from the bank participated in a meet-and-greet session with the lead actor. Srikanth Bolla is also scheduled to speak at the upcoming Mumbai chapter of DBS BusinessClass, foundED, a forum that celebrates modern-day founders and innovators while fostering entrepreneurship.
Commenting on the association, DBS Bank India MD and head – group strategic marketing & communications, Shoma Narayanan said, “DBS Bank India is honoured to be associated with “Srikanth” and to share this remarkable story with our customers and the wider community. It is inspiring to witness the journey of Bollant Industries, an enterprise dedicated to fostering both economic growth and societal good, unfold on the big screen. The film is a powerful reminder to trust our abilities, overcome challenges, and pursue our dreams, and we are confident that it will leave a lasting impact.”
A spokesperson from T-Series Films said, “We are happy to associate with DBS Bank India on this very special movie, “Srikanth”, that promotes inclusivity for all.”
DBS Foundation (DBSF) catalyses the growth of purpose-driven businesses that leverage innovation to make a positive impact. Earlier this year, DBSF awarded grants to six sustainability-focused enterprises featured on Shark Tank India Season 3. Among these, Trestle Labs, a previous recipient of the DBSF Grant, secured additional funding. Through their product Kibo (Knowledge in a Box), the enterprise makes education and employment inclusive. It also helps overcome barriers such as language, literacy, and print disabilities like blindness, low vision, and dyslexia.
Through strategic partnerships, DBS Bank India shares uplifting stories that resonate with its customers. With these associations, the bank aims to engage a broader audience and reinforce its brand promise of ‘Live more, Bank less’. More recently, DBS Bank India sponsored the documentary “Netaji Subhas Chandra Bose: A Singapore Saga” commissioned by the Tagore Society Singapore. The film captured Netaji Subhas Chandra Bose’s role in spearheading the Azad Hind movement from Singapore.
As a different kind of bank, DBS continues to break boundaries its campaigns have been seen as category-defying in the industry. The bank introduced an industry-first online mini-series called “DBS Sparks,” which is inspired by true stories and follows a group of young bankers as they navigate their work and personal lives. It showcases how these bankers challenge the status quo, go above and beyond to solve their clients’ challenges, and genuinely make an impact in DBS’ quest to be the best bank for a better world.
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.
