Brands
Eye on safety: V-Guard’s Puja film urges vigilance for women’s protection
MUMBAI: Specs appeal with a sting. V-Guard has marked Durga Puja with a stirring campaign that flips fiction into a wake-up call on women’s safety. The electricals major’s new ad film, ‘The third eye,’ opens with a striking concept: futuristic eyewear that scans faces, flags harassers, and alerts the police. As the young protagonist walks the streets, troublemakers are swiftly identified, creating a sense of safety and power.
But then comes the gut punch. The glasses aren’t real, only the menace is. V-Guard’s message is simple: society must not wait for miracle gadgets to shield women. Instead, each of us must awaken our own “third eye” of awareness to reflect, respect and protect.
Launched during Durga Puja, the campaign draws a sharp parallel with the goddess herself, worshipped as a symbol of strength and courage, reminds viewers to honour that spirit in every woman, every day.
“Durga Puja is a timeless reminder that good conquers evil. The real tribute lies in how we protect and respect women around us,” said V-Guard, vp – brand & communication, Nandagopal Nair.
Directed by Ralph&Das’s, Anil Ralph Thomas, the AI-powered yet human-scripted film was designed to be an eye opener, not a tech fantasy. To widen the message, V-Guard has partnered with Instagram influencers to spark conversations online.
This festive season, the brand invites everyone to awaken their inner third eye, not through gadgets, but through conscience.
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.
