Brands
Pocket Aces partners Ola & Play
MUMBAI: Pocket Aces, one of the country’s leading digital entertainment companies running channels FilterCopy, Dice Media and Gobble, has partnered with Ola, India’s most popular mobile app for transportation, to provide a wide range of digital content to Ola’s connected ridesharing platform, Ola Play.
The premium content from Pocket Aces will include short videos from their flagship channel FilterCopy, hugely popular web series Little Things and Not Fit from Dice Media, and food videos from Gobble. Not Fit was also the first web series to play on television – it did three successful runs on NDTV Prime earlier this year.
Pocket Aces co-founder Aditi Shrivastava said, “Our goal is to give our content and our brand partners as much reach as possible, and are in conversations with several global OTT players and television channels to syndicate our content. ”
Ola Play sr. director & head Ankit Jain said, “The possibilities that Play offers allows us to discover and aggregate content as music, web series, discover apps and much more to be made available to customers at the push of a button. We are extremely excited to partner with Pocket Aces to enable Ola Play users’ access to high quality content.”
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.
