MAM
Kulfi Collective joins the exclusive global network The Society of Digital Agencies (SoDA)
Mumbai: Kulfi Collective, the award-winning content network based in Mumbai, has joined the prestigious Society of Digital Agencies (SoDA). SoDA is an exclusive global network, home to renowned agency founders, creative innovators and technology disruptors who help the world’s leading brands imagine and create the future of digital experiences.
SoDA serves as a dynamic community, fostering connections, collaboration and learning among creative visionaries and agencies who are shaping the forefront of digital innovation. Its members include some of the most innovative and celebrated agencies, product design studios, creative production companies and digital experience consultancies in the world such as Media Monks, Stink Studios, Buck, Jam3, Dept and more. SoDA represents a uniquely vibrant, diverse and collaborative community. Agencies are accepted after a rigorous selection process – endorsed by the SoDA community and admitted to the organisation by a unanimous vote from SoDA’s Board of Directors. Kulfi Collective is the first and only Indian company to secure membership in this exclusive global network so far.
This membership offers Kulfi Collective unparalleled opportunities for collaboration and knowledge sharing and amplifies its capacity to craft cutting-edge digital experiences and access talent globally to create more value for its roster of clients. “We’re thrilled to be part of this incredible community that is committed to driving innovation and reshaping the digital landscape globally,” said Kulfi Collective co-founder Advait Gupt. “As the only Indian member of SoDA, we are excited to represent creative voices from this region and immerse ourselves in collaborative learning with the finest minds in this space. “
“SoDA is a global community for founders and leadership teams at some of the world’s most progressive digital design, technology, and product studios. Kulfi Collective has an incredibly sharp, talented, genuine, and ambitious leadership team and they’re most definitely a leader in
the Indian market. We’re thrilled to welcome the team into our community” adds SoDA executive director Tom Beck.
This marks a monumental moment in Kulfi Collective’s journey as they continue to work towards operating at the forefront of innovation, creativity and technology.
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.
