MAM
Satisfaction guaranteed?
The proof of the pudding is in the eating. And the proof of a good service provider is in the good things that clients have to say about what’s dished out. Mindshare’s clients were pleased with what the agency has been offering but they were pretty clear that with the market evolving, the agency will have to evolve as well in order to continue delivering on the quality of service it has to come to be known for.
Says Kodak senior VP South Asia film capture Nandina Ramachandran, “I have worked with Mindshare for five years. Mindshare’s biggest strength is putting a media plan together that actually works. Even with a small budget they work wonders in terms of efficiencies and are very high on innovations. The Hum Tum – Kodak moment for instance gave us tremendous mileage for instance. They really know how stretch the dollar so to speak. Mindshare is most certainly at the top of the grid vis-?-vis other agencies.
A concern cited by Ramachandran was the fact that with the increasing volume of businesses in Mindshare, the agency would need to re-organise itself so as to give enough attention as well as effectively service all classes of clients. She adds, “Their core strength is client servicing, so the quality should be maintained and should not falter with their increasing size.”
Points out Star India senior vice president marketing and communications Ajay Vidyasagar, “Minshare’s strength is its scale and its ability to leverage clients. Being market leaders, this also gives them a level of expertise which gives them a unique advantage. Although, sometimes what is an advantage as a buyer becomes a disadvantage as a seller.”
Motorola marketing director Lloyd Mathias stresses, “On the whole, I have been very closely involved with Mindshare from its inception. They are one agency that have gone beyond the parameters of just planning and buying. They are driven by passion and are focused on innovations. The also manage to get great rates.”
On the other hand, Mathias states that although they have made headway in new media, the agency still has to travel a considerable distance to build in expertise. It was also pointed out that they could have a better handle on outdoors.
Pepsi’s executive vice president Vipul Prakash says:”Overall, we are reasonably positive about Mindhare as they are able to add value from a media point of view. The recent tri-series in Sri Lanka (August) where the break was branded by Pepsi came from Mindshare. And although we were not big spenders, the idea was so solid that we were second to Indian Oil. Mindshare is an integral part of our brand team and not merely a media buying agency for us.”
Prakash adds, “I think they can do better job in the non-traditional space. They have made strides in the area, although their expertise lies in television and print.”
One client who wished to be anonymous states, “They are last minute workers and at points it could come down to the wire.”
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.
