Brands
The Indian Garage Co teams up with Warner Bros for superhero chic
MUMBAI: The Indian Garage Co (TIGC) has struck a deal with Warner Bros Discovery Global Consumer Products (WBDGCP), unleashing a new collection that’s a proper mash-up of superhero swagger and cartoon capers. It’s aiming to tickle the nostalgia bone of Gen Z, blending iconic characters with modern street style.
Think Batman’s brooding aesthetic mixed with Looney Tunes’ lunacy, and you’re halfway there. The collection spans everything from DC superhero streetwear to Tom and Jerry’s playful designs, all aimed at the fashion-forward youth who want to wear their fandom on their sleeves – literally.
Take a look:
* DC Super Hero Collection: Embrace the power of Superman, Batman, The Flash, and Wonder Woman with high-quality DC Super Hero-inspired streetwear.
* Batman Collection: Dark, minimal, and Gotham City inspired aesthetics for fans of the Dark Knight.
* Superman Collection: Bold, powerful, and statement-making styles infused with strength and heroism.
* Cartoon Network Collection: Nostalgic yet fashionable classics for those who love timeless characters.
* Looney Tunes Collection: Fun, graphic-heavy streetwear featuring Bugs Bunny, Daffy Duck, and more.
* Tom and Jerry Collection: Playful yet sophisticated styles that capture the timeless antics of this beloved duo.
TIGC founder & chief executive Anant Tanted is quite kicked up about the partnership. “We’re pleased to bring this unique collection inspired by Warner Bros. Discovery’s IPs to our customers. This collaboration blends the magic of these iconic characters with our commitment to making high-quality, global trend-forward fashion accessible to all, especially the GenZ audience. We believe this collection will resonate with fans and fashion-enthusiasts of all ages, offering a fresh and exciting way to express their love for these timeless stories.”
The collection boasts a smorgasbord of apparel, including comfy tees, polo shirts, shorts, jogger pants, and co-ord sets. It’s a proper wardrobe refresh for anyone wanting to inject a bit of cartoon chaos into their style.
TIGC, established in 2012, has grown into a Rs 400 crore enterprise, with ambitions to hit Rs 1,500 crore in the next five years. It’s operating under a House of Brands format, with menswear, womenswear, and plus-size menswear all under one roof. The aim is to be the go-to for gen-z fashion, and with this new collection, the company might just achieve it.
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.
