Brands
Medusa Beverages taps One Source to brew stronger brand buzz
MUMBAI: In a move to dial up its narrative and pop the cap on sharper communication, Medusa Beverages has partnered with One Source, an integrated marketing consultancy known for its multi-sector mojo. The mandate: to manage reputation, shape strategy, and amplify Medusa’s brand voice across key markets.
Founded in 2017, Medusa has carved out a distinctive niche in India’s beer scene with its mid-strength 5.9 per cent brews that hit the sweet spot between flavour and buzz. In just six years, it’s become Delhi’s third-largest beer brand, commanding a 7 per cent market share. Its portfolio includes Medusa Beer, Medusa Air, Medusa Premium Strong Ale, and its most recent collab — the fire-breathing Medusa House of the Dragon Beer, in partnership with Warner Bros.
The communications brief will be led by Dyutiman Basu, reporting into Honey Mehra, co-lead for corporate communication, alongside One Source’s national team.
“At Medusa Beverages, we have always believed in pushing boundaries and creating a unique beer-drinking experience for our consumers. As we continue to expand our footprint, our partnership with One Source will enable us to craft compelling narratives, engage with our audience more effectively, and strengthen our position as a category leader in the industry,” said Medusa Beverages founder & CEO Avneet Singh.
One Source managing director Sandeep Rao added, “Medusa Beverages is a brand that has redefined the beer-drinking culture in India. Our approach as a consultancy is to align with our partners’ business objectives and drive impactful communication strategies. We are excited to work with Medusa Beverages and look forward to building a strong, resonant brand story that connects with beer enthusiasts across India.”
With offices in Mumbai, Delhi, and Bangalore, One Source brings cross-industry experience across consumer goods, BFSI, tech, and startups — and is known for blending branding, content, digital, and corporate playbooks into one seamless pour.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
