Brands
Hyundai Motor India announces ‘Samarth’ with NDTV
Mumbai: Hyundai Motor India Ltd (HMIL) in partnership with NDTV launched ‘Samarth’ initiative for the awareness and enabling of people with disabilities in India. The initiative is aligned with Hyundai’s vision of ‘Progress for Humanity’ that aims to enable an inclusive, progressive world through the power of mobility. Through this initiative, Hyundai and NDTV aim to help create a more aware and sensitised society towards people with disabilities.
With up to 26.8 million differently abled people in India, Hyundai understood the need for creating awareness in the society towards disabilities. With the launch of ‘Samarth’, Hyundai Motor India is India’s first automobile company to launch an inclusive mobility project at a mass scale. With technology, partnerships, product innovations, and storytelling, ‘Samarth’ aims to turn the world into a level-playing field for all.
Hyundai Motor India Foundation has partnered with GoSports Foundation to support Para-athletes & with Samarthanam Trust for the Disabled to provide all-rounded support to people with disabilities
Special thanks to the Wheeling Happiness Foundation who will facilitate six para-athletes to be supported by Hyundai in all their training and nourishment needs. The six select para-athletes are – Sheetal Devi, a para-archer, who is the reigning World Champion in Women’s Para-archery, Prachi Yadav, an award winning Para Canoer who won a gold and silver in women’s canoeing in the Women’s VL2 category at the Asian Para Games 2023, Abhishek Chamoli, A gold medalist in Para-Athletics Javelin & Shotput, Yogesh Kathuniya, Discus Throw champion from the 2020 Summer Paralympics, Simran Sharma, a national medal winning Para-shooter, and Lakshmi Jadala, an intellectually challenged lawn tennis player selected for the upcoming Australian Open.
Commenting on the initiative, HMIL COO Tarun Garg said, “Aligning with Hyundai’s global commitment to ‘Progress for Humanity,’ we proudly unveil ‘Samarth’ in partnership with NDTV. This initiative focuses on empowering individuals with disabilities while drawing inspiration from Para-athletes. Through integration of technology, strategic partnerships, innovative product developments and compelling storytelling, ‘Samarth by Hyundai’ seeks to create an inclusive space for all. This endeavor is not just about individual empowerment alone; it is a collective step toward igniting a broader societal transformation, fostering inclusivity and creating equal opportunities for everyone.”
Speaking at the launch of the new initiative, NDTV Ltd director and AMG Media Network CEO & editor-in-chief Sanjay Pugalia said, “NDTV is proud to partner with this initiative dedicated to fostering inclusivity, reshaping perceptions, and improving the quality of life for individuals with disabilities. We commit to building a more aware and inclusive society for the differently abled, emphasising abilities over disabilities.”
Speaking on the association for this new initiative, Wheeling Happiness Foundation co-founder Devika Malik, “We are incredibly excited to be a part of this exclusive initiative, Samarth by Hyundai in partnership with NDTV, designed to empower individuals with disabilities and foster a more inclusive environment. This initiative brought to life by the two influential entities amplifies the success of this program, further strengthened by the endorsement of globally recognised para-athletes via Wheeling Happiness Foundation.”
The event was graced by the distinguished presence of notable personalities including Smriti Irani (Union Minister for Women and Child Development), Hardeep Singh Puri (Union Minister for Housing and Urban Affairs), Virendra Kumar (Union Minister for Social Justice & Empowerment), Nitin Gadkari (Union Minister for Road Transport & Highways), Sukhvinder Singh Sukhu (Chief Minister of Himachal Pradesh), and Hemant Soren (Chief Minister of Jharkhand).
Futhermore, the gathering was enriched by the presence of eminent individuals such as Padma Shri Dr Deepa Malik, President Paralympic Committee of India; Dr. Satendra Singh, Professor in the Department of Physiology at UCMS, GTB Hospital Delhi, and Co-chair of the International Council for Disability Inclusion in MedEd; Virali Modi, a Disability Rights Advocate and the Founder of #MyTrainToo, India’s pioneering wheelchair-using model; Tiffany Brar, another distinguished Disability Rights Advocate and Founder of the Jyothirgamaya Foundation; and Arman Ali, the esteemed Executive Director of the National Centre for Promotion of Employment for Disabled People (NCPEDP).
For the next one year, HMIL and NDTV will advocate for inclusivity, reshape perceptions, and elevate the overall quality of life for individuals with disabilities.
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.
