Brands
Pinterest on-boards WhizCo for creator management & community building
Mumbai: Pinterest has partnered with India’s leading influencer marketing and creator management agency, WhizCo, for onboarding and managing content creators on the platform and helping build engaging communities on Pinterest.
As part of the collaboration, WhizCo has so far helped to onboard compelling content creators on Pinterest who actively create and share their inspiration with idea pins that enable Pinterest users to bring the ideas to life. Idea Pins are an organic pin format on Pinterest that features multiple pages of video and image content, created natively on the platform to tell a story and inspire Pinners.
WhizCo will also scale the number of content creators on Pinterest along with starting an expert project where professionals from various niches and fields will join Pinterest and provide valuable insights and informational content.
Commenting on the collaboration, WhizCo co-founder and CMO Prerna Goel, said “Pinterest has always been one of the most unique and inspiring platforms, and we’re proud that our collaboration with Pinterest is giving aspiring content creators a new way to build and grow on Pinterest, and ensuring that Pinterest is a place not just to be inspired, but a platform where people and creators can also publish content and inspire others.”
“I’m also excited about the experts’ project, which is another step in helping professionals publish great ideas and help others discover great informational content,” she added.
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.
