Brands
SoCheers partners with MindPeers to promote employee wellness
Mumbai: Digital agency, SoCheers has partnered with MindPeers, a leading mental strength platform. This association is the agency’s constant and ever-going attempt to create a thriving and conducive work environment for its employees.
The association also marks the Mental Health Awareness Month of May in India. MindPeers, adding renewed efforts, yet again, to effectively and holistically strengthen its most valuable resource – its people.
MindPeers which combines technological empathy and human expertise to provide science-backed interventions and personalised modules, kick-started this partnership by hosting an online event with the agency’s employees where they elucidated on their range of mental health services which includes one-on-one online therapy sessions with seasoned professionals, self-care and personalised digital tools, Neuro Games, Employee Awareness and Uptake, Boats/Workshops, community group sessions, and more. MindPeers also provides a mobile application to facilitate convenience for the users.
The importance of mental health in the workplace is not a new topic anymore. Conversations about overworking, burnout and the lack of work-life balance can be often seen floating on social media. Additionally, as per current reports, mental health issues have been the primary cause for over a quarter, almost 28 per cent, of employee exits in recent times. Moreover, reports also revealed that two out of five employees battle with depression at the workplace today. It’s no wonder that the Indian government allocated a substantial amount of nearly six hundred crores to combat mental health in last year’s budget.
Speaking of this partnership, SoCheers co-founder and director commented, “We are an advertising agency where our core expertise lies in the creative campaigns we consistently build for our brands. We strongly believe that creativity can thrive only if the mind is healthy, clear and, most importantly, happy. There is no denying the fact that everyone, myself included, goes through various episodes in life, some of which can exact a heavy toll on the mind. Hence, this association with MindPeers is crucial in our endeavour to build a workplace where people feel positive and heard, which for me, is critical for the sustainability of any organisation.”
Adding to it, SoCheers head of people operations Nupoor Pradhan said, “SoCheers firmly holds that mental health should be one of the key priorities, not only during a time when people are adjusting to the hybrid work set-up in a post-lockdown era or earlier when the world was going through a crisis but for a more sustained and long-term period. This thought forms the crux of our partnership with MindPeers. Moreover, our core philosophy places the organisation’s culture at the very center and this initiative is a rather significant step towards reinforcing its importance.”
Further, MindPeers founder Kanika Aggarwal said, “We, at MindPeers, consistently work towards making ‘taking care of your mind’ a lifestyle. Therefore, we strongly believe that boarding workplaces to our philosophy would play a vital role in helping us achieve that, as a majority of the population spends a significant amount of their day at their offices. Also, advertising being one of the densely populated ecosystems, to have SoCheers on board is yet another step to help combat mental health issues on a larger front.”
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.
