Brands
Lufthansa takes off with Sreeleela for Insider 2.0 travel storytelling
MUMBAI: When a rising star meets Europe’s sky-high classic, you know the journey won’t be ordinary. Lufthansa German Airlines has rolled out the latest chapter of its Insider campaign, this time headlined by actress Sreeleela, who brings a touch of homegrown charm to the airline’s premium global pitch.
The campaign steered by Mindshare India with its UK counterparts and supported by WPP Media reimagines Lufthansa not just as a carrier but as a travel-lifestyle brand. Dubbed Insider Guide 2.0, it turns the spotlight on London’s cultural and culinary secrets, with Sreeleela exploring the city alongside UK creator Anastasia. From hidden haunts to haute cuisine, the duo presented a version of London few tourists ever see.
For today’s premium Indian traveller, the sweet spot lies in blending indulgence with authenticity. The campaign taps into that appetite: immersive journeys that go beyond glossy itineraries, mixing Lufthansa’s signature service with storytelling that feels personal.
Lufthansa Group head of marketing for South Asia, Southeast Asia & Pacific Sng Ju Stephanie summed it up as “experience-led travel, powered by authentic influencer engagement,” while WPP Media South Asia’s Amin Lakhani called it a “cross-border collaboration that raises the bar for cultural nuance and consumer connection.”
With Insider 2.0, Lufthansa isn’t just chasing wanderlust; it’s serving up a menu of global discovery with an Indian garnish. For a brand that has long been a bridge between continents, this campaign ensures the story soars just as high as the aircraft.
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.
