MAM
Malabar Gold & Diamonds signs Suriya as brand ambassador
MUMBAI: Malabar Gold & Diamonds has signed South Indian actor Suriya as its brand ambassador.
Suriya has launched the company‘s latest CSR initiative of providing educational scholarship to girl students in Tamil Nadu.
Malabar Gold & Diamonds chairman M. P. Ahammed said, “We are proud and privileged to join hands with the sensation of today, Suriya. He is a grounded, accessible, celebrated, prestigious and a forward thinker which are the very values with which Malabar Gold and Diamonds is also surging forward”.
At present, Malabar Gold & Diamonds has four showrooms in Tamil Nadu in the cities of Chennai, Coimbatore, Erode and Salem. The Group plans to branch out its network in Thanjavur, Dharmapuri, Hosur, Ramanathapuram and also add two showooms in Chennai in the year 2012. It also plans to have showrooms in Vellore, Kumbakonam, Tirunelveli, Nagercoil, Trichy, Tuticorin, Tiruvannamalai and Pondicherry in 2013. Malabar Gold & Diamonds aims to set up 35 showrooms across Tamil Nadu by 2015 with supply chain centers at Chennai, Coimbatore, Madurai and Trichy.
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.
