MAM
Mindshare to handle media consulting & deployment duties for Jabong.Com
MUMBAI: Online fashion and lifestyle retail destination Jabong.com has appointed Mindshare to handle its media consulting and deployment mandate.
The win comes on the back of a multi-agency pitch and the account will be handled by Mindshare North.
The pitch was led by Saket Sinha who is partner client leadership and his team at Mindshare. The team’s grasp of consumer insights in the space of e-tailing coupled with targeting recommendations based on information from both proprietary studies such as TGI and external industry research helped Jabong.com understand the India market a lot better and swung the decision in favour of Mindshare Delhi.
Jabong.com managing director Manu Kumar Jain said, “We are aware that we need sustained communication, delivered creatively in order to become the single ‘go to’ destination in our customer’s mind, when thinking fashion and lifestyle. Therefore the priority was to align with agencies that would be able to deliver that promise. Mindshare was certainly a strong runner right from the start, and we have finally decided to go with them for media deployment advice.”
Mindshare North India client leader Rahul Thappa said, “This win underscores our understanding of the e-tailing market consumer which we as Mindshare have been evolving over the last couple of years. We’re quite excited and proud to have been entrusted with helping to grow Jabong.com’s business model in India using our consumer and media knowledge and we’re looking forward to a long and fruitful association with Jabong.com in the years to follow.”
The brand’s first commercial was released in the last week of March. The TVC builds on the Indian consumer’s growing interest in shopping and brings alive the consumer’s joy at having the latest fashion and lifestyle collections on his fingertips. The 30 second commercial leaves the audience with a quick scan of the wide range of lifestyle products available online. The film ends with a clear reference to the benefits that the portal offers including free shipping always, cash on delivery and a policy of 30 day-returns.
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.
