Brands
Safari packs a punch of colour with Shades Ahead
MUMBAI: Who says baggage has to be boring? Safari is turning the travel aisle into a runway with Shades Ahead, a vibrant new luggage collection that swaps the old blacks and greys for a riot of colour. Launching first on Flipkart during its Big Bang Diwali Sale, the range brings festive flair to every getaway.
Crafted for the expressive millennial and Gen Z traveller, Shades Ahead reimagines luggage as lifestyle. The collection debuts two ranges, Froniq and Rovera, in six striking hues: sundune yellow, skyglass blue, coral orange, misty sage green, deeptide navy, and midnight black. Each shade tells its own story, inspired by surreal dreamscapes visualised through AI.
“With Shades Ahead, Safari is creating a colour-first movement in luggage,” said Safari Industries (India) Ltd. managing director Sudhir Jatia. “Today’s travellers want something bold and expressive, and with Flipkart’s reach, we’re bringing that vibrancy to homes across India this festive season.”
Flipkart Fashion vice president Kunal Gupta added, “Big Bang Diwali Sale is where India discovers what’s next. Shades Ahead perfectly captures that spirit: bold, stylish, and built to last.”
Backed by playful digital films, social chatter, and AI-powered storytelling, the campaign turns every suitcase into a statement piece. Whether it’s for gifting, weddings, or wanderlust, Shades Ahead promises to add a pop of personality to every trip.
This Diwali, it’s not just about where you’re headed, but how bright your bag looks getting there.
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.
