MAM
Digiday: Cheetah wins ‘Best Mobile Marketing Platform’ award
MUMBAI: Cheetah Ads, a mobile advertisement platform of Cheetah Mob, has been awarded as the Best Mobile Marketing Platform of 2017 by Digiday Signal awards.
Cheetah Mobile will be honored alongside other Digiday Awards winners in a ceremony in New York City in November, 2017.
Cheetah Mobile GM ad sales APAC Morden Chen said: “Our innovative app has the power to transform ads into experiences that are desirable and a delightful for users and brand advertisers.
Cheetah Ads received this award for their successful campaigns for Samsung on the occasion of Flipkart’s Big Billion Day sale, by creating 0.5 million page visits. The other campaign was for Bollywood comedy film Jolly LLB 2, to create a huge buzz on the day of its release and generate high CTR using the ad platform of Applock. AppLock ads offer a wide range of creative possibilities, providing brands with an interactive way to increases brand awareness like providing vertical video, GIF, full-screen and half-screen formats. With 400 million daily impressions worldwide (40 million US), AppLock allows brands to reach the right audience, at the right time, in the right format.
Cheetah Ads offers diverse, global reach with over 600 million users from 200+ countries across Cheetah Mobile’s owned and operated inventory, including News Republic, Live.me, Clean Master, and CM Security.
The Digiday Signal Awards honors the technology platforms that brings efficiency, effectiveness, and creativity to the media and marketing processes for brands, agencies and publishers. Digiday honors the best marketing and advertising technology, from publisher-centric tools to analytics dashboards for digital platforms.
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.
