Brands
Paytm spreads its O2O reach with same day delivery for an unmatched user experience
MUMBAI: Taking its pioneering Online to Offline program steps ahead, Paytm, the largest mobile commerce and payment platform has announced to offer same day delivery on products in 20 cities. The company has begun with the deliveries with locally based commerce and will further add more categories to it. Currently, the same day delivery is available on large appliances, mobiles and is already active on the platform. Over INR 20 crore worth of orders in a month are shipped the same day to the customers.
Sellers themselves provide the delivery and installation service while Paytm enables them by training on how to manage online customer expectations and experience.
Paytm has over 1.2 lakh sellers on their platform out of which over 3000 are sellers who specialize in shipping large appliances locally. Paytm is aiming to add 10,000 more sellers in 50 top cities to spread the reach of O2O commerce further.
Paytm vice president Sudhanshu Gupta said, “Paytm is the pioneer of O2O and with same day delivery and installation managed by sellers being added to the arsenal we are able to cover a critical category of large appliances which cannot be shipped by traditional warehousing models.”
Paytm enables consumers to check whether products are available to from nearby sellers who can ship and service the orders. The consumers have to pay a nominal amount to avail the same day shipping and installation services.
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.
