MAM
Google’s Aditya Swamy, FB’s Sandeep Bhushan join ASCI board
Mumbai: Director of Google India, Aditya Swamy has joined the Advertising Standards Council of India (ASCI) board and Facebook India head of global marketing solutions, Sandeep Bhushan will be a special invitee to the board, announced ASCI on Friday.
As the advertising self-regulatory body shapes the narrative of Indian advertising in a post-COVID world, representation from two of the world’s largest digital companies on its top decision-making body is a landmark step.
The wealth of experience and insights Swamy and Bhushan bring to the table will not only help the self-regulator formulate better policies and guidelines for the advertising industry, but it will also enable a better understanding of new challenges and their solutions, the organisation said in a statement. “As ASCI works to ensure the protection of consumer interests, along with those of other stakeholders like brands and agencies, having Google and Facebook on the board will help it to sharpen its ability to implement its guidelines as well,” it added.
Swamy and Bhushan’s appointments strengthen ASCI’s refreshed vision for the future, which reflects in the recent launch of its new logo. The appointments also mark ASCI’s fast-widening focus on digital advertising and platforms, which began last year with a partnership with TAM to monitor 3,000 digital platforms for misleading marketing claims, as well as the launch of the Influencer guidelines and influencer monitoring through an AI platform.
ASCI chairman Subhash Kamath said, “I am delighted to welcome both Aditya and Sandeep to the board, this is a landmark moment. As we strengthen our roots in the digital space and streamline its functioning, it is extremely important that we collaborate with and learn from the leaders. Google and Facebook are the biggest digital players. We look forward to them helping us become a better conscience keeper of the industry.”
ASCI, secretary-general, Manisha Kapoor said, “Having Google and Facebook on our board is a great start to the new journey ASCI is embarking upon. It is vital for us to have a keen understanding of digital operations. We will benefit greatly from the expertise that both these companies bring with them.”
As advertisers’ focus shifts from traditional media to digital spaces, ASCI is ensuring that it stays ahead of the curve and streamlines the shift.
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.
