Brands
Reel luxe: Mukta A2 rolls out Opulence format in Vadodara
MUMBAI: Forget first-class, Vadodara’s movie buffs can now go full throttle with ‘Opulence’. Mukta A2 Cinemas has just unveiled its most premium offering yet with the launch of ‘Opulence’, a swanky four-screen multiplex housed inside The Emperor Mall, Vadodara. With 528 plush seats, Dolby Atmos sound, 2K laser projection, all-silver screens, and immersive 3D, it’s not just a trip to the movies, it’s a full-blown affair of the senses.
From recliners and loungers to couple’s beds and leather sofas, comfort here doesn’t come in small measures. Add to that gourmet snacks, ambient lighting and a thoughtfully designed lobby, and you’ve got yourself a cinematic spa day.
As a cherry on top, the launch syncs with the release of ‘Housefull 5’, giving audiences a blockbuster to match the opulence.
“This isn’t just a format, it’s a reimagined moviegoing experience,” said Mukta A2 Cinemas managing director Rahul Puri. “We wanted to launch where the love for cinema runs deep, and Vadodara was the perfect fit.”
Located beside VCA Ground on Vasna-Bhayli Road, the venue features a gourmet F&B counter with wraps, pizzas, desserts, and a range of beverages all served up in style.
Satwik Lele, COO, added, “With Opulence, we’ve married comfort, technology, and hospitality into one seamless space. It’s cinema, but elevated.”
With this launch, Mukta A2 Cinemas which operates nearly 100 screens across India and overseas including Bahrain reaffirms its ambition to lead with innovation. And if the seats at Opulence are anything to go by, they’re not just raising the bar they’re reclining in it.
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.
