MAM
One in ten Indian consumers only book from airlines where they are a loyalty member
Mumbai: The latest YouGov survey research shows that more than half of urban Indians (54 per cent) are members of at least one airline loyalty program.
About a quarter (25 per cent) are members of Air India Flying Returns – by far the most popular airline loyalty club – followed, at a distance, by Emirates
Skywards (11 per cent).
Foreign airline loyalty programs
Qatar Airways Privilege Club (9 per cent) and Singapore Airlines / Scoot KrisFlyer (8 per cent) are as popular among consumers as are some domestic programs, namely Club Vistara by Vistara Airlines and SpiceClub by Spicejet (8 per cent each).
The top three loyalty programs are notably more popular with men than women.
Among the age groups, Air India Flying Returns appears to be more popular among the millennials (at 29 per cent) as compared to others but Emirates Skywards has
a stronger resonance with GenZ (at 14 per cent).
When asked about the top two benefits they most appreciate about being an airline loyalty club member, three in ten (29 per cent) highlight being able to redeem
their miles for discounted / free flights as a top perk.
About a quarter (26 per cent) value airport lounge access
as a top advantage followed by additional luggage allowance, hotel deals and dedicated customer service (at 18 per cent each).
Seat upgrades (15 per cent), cost-saving deals on retail purchases (13 per cent), and priority boarding (13 per cent) are the next most popular advantages.
While airport lounge access is more important to men than women (29 per cent vs 22 per cent), dedicated customer service appeals more to women than men (20 per cent vs 15 per cent).
Finally, when airline loyalty program members were asked how they typically decide on international flight bookings, over a third (36 per cent) said they start
by searching for flights that fit their travel schedule and choose the most attractive option irrespective of their loyalty program membership.
However, a fifth (20 per cent) look for airlines that fit their schedule but prioritise ones where they are loyalty members.
One in six (16 per cent) start by searching among airlines where they are a loyalty member – with 11 per cent saying they will typically choose between flights offered
by such airlines only.
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.
