MAM
TaylorMade golf equipment by Adidas
NEW DELHI: Adidas India Marketing has launched TaylorMade, ‘the best performance golf brand in the world’ in India, and aims at capturing 50 per cent premium market share in the first year.
A company release quotes Adidas (South East Asia) MD Tarun Kunzru as saying in a launch function on Thursday (23 October), “Golf is the fastest growing urban sport in India. This country has its own golf tour and Indian golfers are rapidly emerging as leaders on various international tours as well. In fact, India is proving to be an emerging golf powerhouse in Asia.”
TaylorMade-adidas Golf (TMaG) is a division of Adidas India. TMaG equipment is innovative and features the latest technology in the form of RAC irons (Relative Ampitude Coefficient) and enhanced COR (trampoline effect) which gives more distance, the release states.
The pricing of TMaG products will be in line with the largest golf market in the world, the USA, the release says. This will allow Indian golfers the opportunity to purchase top quality equipment at international prices.
Commenting on the brand’s entry into India, Adidas COO Harish Doraiswamy says, “The golf market in India is growing at a very fast pace and we are glad to launch TaylorMade in India at this point in time. We are very confident of our product superiority and aim to grab 50 per cent of the premium market within the first year.”
Th release says, TMaG is committed to developing golf in India, and is one of the official sponsors of the Indian PGA tour. When the tour visits select cities across India, golfers will have the opportunity to be part of the TaylorMade Demo Day experience, where they will be able to try out various TaylorMade clubs.”
TaylorMade golf equipment and Adidas golf footwear and apparel are available throughout India, through exclusive Adidas stores as well as select golf retailers.
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.
