Brands
Performace sets sights on South East Asia expansion
MUMBAI: Performace is gearing up to go global, announcing its strategic expansion into South East Asia with Vishal Raj at the helm as business head. Known for his stints at Jiosaavn, Bytedance, Network18, and Belive, Vishal brings nearly two decades of experience in digital advertising, media sales, and APAC business development to the table.
Singapore will serve as the regional headquarters, with plans to build teams and partnerships in Vietnam, Indonesia, and Thailand. The expansion underscores Performace’s aim to strengthen its presence in high-growth markets and deliver data-driven, performance-focused marketing solutions to clients across the region.
Performace CEO Saurabh Gaur said, “Expanding into southeast Asia is a crucial milestone in our journey to become a global player. The region’s dynamic digital ecosystem offers immense opportunity, and Vishal’s proven APAC expertise positions us to deliver meaningful value to clients and partners.”
Welcoming his new role, Vishal Raj added, “My goal is to leverage Performace’s insights and technology to drive measurable growth across southeast Asia. I am focused on building high-performance teams, strategic partnerships, and scalable, sustainable business operations. By combining local market insights with innovative solutions, we aim to create a strong foundation for success across the region.”
With this move, Performace is not just expanding its footprint but reinforcing its reputation for strategic innovation, operational discipline, and client-centricity, setting the stage for long-term global growth in digital marketing and performance media solutions.
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.
