MAM
Invest during muhurat trading with Angel One’s ‘Shagun ke Shares’
Mumbai: Angel One, formerly known as Angel Broking, has returned with its ‘Shagun Ke Shares’ campaign this Diwali.
This year, the fintech company is encouraging people to adopt ‘muhurat trading’ as a Diwali ritual and begin their journey of smart investments with Angel One.
As part of the campaign, Angel One has released a digital film showcasing a young man investing during the Muhurat Hour on Diwali and asking people to make smart investments with Angel One for quick account opening, zero brokerage and smart recommendations. The company has also tied up with influencers from different genres and is leveraging the ICC Men’s T20 World Cup tournament to initiate the conversation around finance.
Spreading out the message, Angel One chief growth officer Prabhakar Tiwari discusses ‘muhurat trading’ in a video message on his social media.
According to Angel One, the top Diwali picks for this year include Federal Bank, Sona BLW, HCL Technologies, Stove Kraft, and Shobha, among others.
Speaking about launching the “Shagun Ke Shares” campaign, he said, “For a long time, Muhurat Trading has been followed by just investors and traders. With an increasing population participating in the stock market, Muhurat Trading can be a good start for more people to hop on the bandwagon and turn it into, like all other Diwali rituals, something we are trying to do with our “Shagun Ke Share” campaign this year. The investment during the auspicious occasion is considered a sign of good fortune.”
Adding to it, Angel One chief executive officer Narayan Gangadhar said, “India is a land of unique traditions. Even in the stock market, we have a tradition that is unique to us-‘muhurat trading.’ The muhurat hour marks the beginning of the financial year, and our state-of-the-art smart solutions can enable people to begin their investment journey on this auspicious occasion. We look forward to more people adopting to investing during the ‘muhurat trading’ hour this year.”
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.
