Brands
Senco’s Aham puts the groom back in the wedding spotlight
MUMBAI: For decades, Indian weddings have sparkled to a familiar script. The bride dazzles, the groom applauds. Senco Gold and Diamonds is now flipping that narrative with Aham, a wedding jewellery brand created exclusively for men.
Designed for the modern Indian groom, Aham brings masculine elegance to the forefront, offering jewellery that is confident, expressive and unapologetically personal. It is a quiet shift with a bold shine, one that recognises that weddings today are about equal presence, not borrowed spotlight.
The collection spans bold gold chains, sculpted kadas, refined platinum wristwear, diamond-studded rings, sleek cufflinks and contemporary two-tone pieces. Each creation is meticulously handcrafted by Senco’s master kaarigars, balancing tradition with modern design sensibilities.
Aham is built for versatility. Whether worn at pre-wedding festivities, during the ceremony or long after the celebrations fade, the pieces are designed to move effortlessly across occasions. They complement structured sherwanis, tailored bandhgalas, Indo-western silhouettes and even classic evening suits, enhancing the look without overpowering it.
Senco Gold and Diamonds director and head of marketing and designs Joita Sen, says the idea was born from changing relationships and changing tastes. “Today, the groom’s style matters as much as the bride’s. With Aham, we wanted both to shine equally. The collection gives grooms the freedom to express who they are, naturally and effortlessly.”
With Aham, Senco is not just launching jewellery. It is making a statement. In the new-age Indian wedding, the groom is no longer a supporting act. He is centre stage, polished, confident and finally dressed for the part.
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.
