Brands
Mocemsa eyes robust expansion through offline and airport retail this fiscal
Mumbai – Mocemsa gears up for robust expansion this fiscal. Celebrated for its unique fragrances and formulations, they would be focusing on Shop in Shop retail and airport stores apart from their existing digital expansion. This move enables the brand to increase its brand visibility, enhance customer experience and create a multi-channel presence.
India has long been a thriving hub for the fragrance industry, with a rich history of perfumery and a growing consumer base that values unique and high-quality scents. Mocemsa’s foray into the Indian market provides fragrance enthusiasts across the country with the opportunity to experience the brand’s unique approach to perfumery. As consumers in India become increasingly discerning about the fragrances they wear, Mocemsa’s original formulations and commitment to excellence offer a new and exciting choice for those seeking luxurious and long-lasting scents.
“We are excited to bring Mocemsa to a larger base of customers using phygital strategy.” said Mocemsa co-founder & manager Paarth Malhotra. “Our perfumes are more than just scents; they are a reflection of India’s rich heritage and culture. With this expansion, we look forward to sharing our unique fragrances with a wider audience, offering them a truly luxurious and unforgettable olfactory experience.”
Mocemsa’s expansion into the Indian market comes at a pivotal moment when consumers are increasingly seeking luxurious fragrances crafted with the highest quality ingredients. The brand’s presence is in 75 Lifestyle stores across India and key airport locations, including Delhi Duty Free T3, Delhi Domestic Airport T1, Delhi Domestic Airport T2, Delhi Domestic Airport T3, Goa’s airports, Lucknow Domestic Airport, Hyderabad Duty Free International Terminal, Kannur Duty Free International Arrivals, and Mumbai Duty Free T2. Travelers from around the world passing through these airport locations will gain visibility for the brand, further enhancing its reputation and reach on a global scale.
Through collaborations with prominent online retail partners, Mocemsa ensures that customers across India have convenient access to its exquisite fragrances. By leveraging the reach of leading e-commerce platforms and channels such as Amazon, Flipkart, Nykaa, Myntra, Shoppers Stop,and Oh that Natural, the brand aims to make its perfumes easily accessible to a wider audience through retail stores now as well. Mocemsa’s retail store format reflects its commitment to providing customers with a luxurious and immersive fragrance experience. Each store is designed to showcase the brand’s exquisite perfumes, with elegant displays.
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.
