MAM
Khushi Advertising bags ad films screening rights of Fun Cinemas for two years
MUMBAI: Khushi Advertising has bagged the exclusive rights of screening ad films across the Fun Cinemas multiplex chain for two years.
The rights have been given for all existing and upcoming Fun Cinemas Multiplex screens across India for two years.
Khushi Advertising director Pranay Shah said, “Khushi advertising is growing aggressively and as part of our continuing expansion, the new association with Fun Cinemas will further improve our business growth. Khushi advertising has been selling multiplex onscreen space pan India since last 15 years and has successfully emerged as the best media buying agency in the cinema medium.
Khushi Advertising‘s strategy this year will be to control a minimum of 650 screens across various cinemas.
Said Shah, “Our pan India presence with exclusive rights and tie-ups with some of the biggest names and chains of malls, Department stores and multiplexes makes us a single point source for advertiser’s requirements in this exciting new dimension of advertising.”
Fun Cinemas is currently present in over 19 cities across India, including Mumbai, Delhi (4 properties), Bangalore, Chandigarh, Lucknow, Jaipur, Hyderabad, Gwalior, Goa, Ambala Panipat, Guwahati, Hissar, Amritsar, Kota, etc. comprising 77 screens nationally. It is also present in tier I, tier II and tier III cities with 200+ single screens (Digital Cinemas).
Fun Cinemas plans to add 32 screens in multiplex format, 100 in digital format and 25 screens in refurbishment format to its tally in 2013.
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.
