MAM
Social Wavelength wins Ginger Hotels social media mandate
MUMBAI: Ginger Hotels, a TATA enterprise, has awarded the social media duties to social media agency Social Wavelength.
The chain of hotels is spread across 23 locations in India with 26 hotels launched on the concept of smart basics.
Ginger Hotels marketing manager Alisagar Merchant said, “Social media will help us connect with our prospective customers, understand our current audience more closely and enable us offer better products and services. With Social Wavelength‘s strength, expertise and experience in the field of social media communication and social media monitoring, we are sure they will help us listen to the customer‘s mind and also connect with them effectively.”
Social Wavelength vice president Mihir Karkare commented, “The concept of Smart Basics for a hotel is very unique and we are delighted to take this concept to the consumers. We are sure that social media will play a significant role in the audience interactions for Ginger Hotels”
The primary objective behind the concept of Ginger hotels is to provide a superior product offering and consistent experience to travellers, beyond the present offerings in the industry. Ginger Hotels have also recently won the ‘Best Budget Hotel‘ award by Outlook Traveller.
Social Wavelength has presence in Mumbai, Delhi, Chennai and Bangalore. Its services include social media monitoring, online-reputation management, online PR, social media management and building online communities. Social Wavelength is also the authorised reseller for Radian6 for the Indian market.
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.
