Brands
Gionee’s #GoForGold campaign for partners
MUMBAI: Smartphone major Gionee India known to acquaint prominent campaigns from time to time to enhance its engagement with partners has announced exciting rewards and offers for Gionee Sales Champions (GSC), retailers and partners as part of its country-wide campaign ‘#GoForGold’.
Selling a smartphone from the A Series will get the GSC points in the proportionate order as per the range of the device. The A Series has been monumental in Gionee’s growth in the current year. Following the soaring sales for the flagship device A1, Gionee launched two more propeller devices in the series – A1 Plus and A1 Lite, emerging as one of the top players, with 15 per cent market share in the price range of Rs. 15,000 – Rs. 25,000.
The winners of the campaign will be rewarded by the HO team by 25 November. There will be three categories of awards, for top 50 GSCs, top 10 retailers and top 10 BDMs across India. These will be given prizes ranging from Gold Coin – 20gm, Gold Coin – 10gm, Gionee A1 Plus and Gionee A1 smartphones.
Gionee India director of business intelligence and planning Alok Shrivastava said, “#GoForGold is open for the majority of our business representatives including GSC, retailers and BDM; with the goal that together we can accomplish the objective of boosting our sales.”
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.
