MAM
Starcom Worldwide bags media duties of Educomp Solutions
MUMBAI: In the wake of a multi-agency pitch, Starcom Worldwide Delhi has bagged the media duties of Educomp Solutions.
The agency takes on the role of a channel planning partner and will be responsible for all media planning and buying duties for Educomp. It will be activating relevant touch points that ultimately drive revenue for Educomp.
Says Educomp director Abhinav Dhar, “Starcom did well in the pitch process. Our brief evaluated the agencies on four counts – talent helming the account, consumer insights, ideas anchored on business goals and stretching the budget. Starcom did well in all areas. Now comes the exciting part – delivering and executing.”
Avers Starcom Worldwide executive director, India – North Tarun Deep Kumar, “It‘s a fantastic start to the year with the Educomp win. Understanding the realities of the education industry resulted in winning the account. Our unwavering focus on business-building ideas made our argument compelling.”
Starcom Worldwide has already commenced the work on the account.
Founded in 1994, Educomp Solutions is a globally diversified education solutions provider. It reaches out to over 25,000 schools and 14 million learners and educators across the world with 27 offices worldwide including an office in Canada, 20 in India, two in Singapore, one in Sri Lanka and three in the United States.
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.
