Brands
The tenth edition of Mercedes-Benz Classic Car Rally 2023 is to be held on 3 December
Mumbai: Mercedes-Benz India and Autocar India are all set to celebrate the landmark tenth anniversary of the iconic Mercedes Benz Classic Car Rally (MBCCR) on 3 December. First organised by Autocar India in 2014, the rally has grown to become one of the world’s premier automotive events and revived and encouraged interest in vintage and classic Mercedes in India. The event will be held at the Taj Lands End, in Mumbai, and the participating cars will roll elegantly from the prestigious hotel to Worli Sea Face and back. The rally will be flagged off by Adv. Ashish Shelar – president BJP Mumbai, MLA Vandre West, chief whip Bhartiya Janata Party.
Previous editions of the MBCCR have been lauded for bringing together the very best of classic Mercedes in India, and this milestone year, the organizers have turned the celebrations up a notch. Over 75 Mercedes-Benz cars spread across 72 different models will be on display with nearly 50 per cent of the cars making their debuts or participating after a comprehensive restoration process.
Among the star-studded lineup are classics such as the legendary 300SL roadster – the only one of its kind in the country – alongside every generation of the SL (including facelift variants). Expect to see a host of debutants across the board such as the ultra-luxurious Grand Mercedes-Benz 600 ‘Grosser’. The iconic R129 SL, credited with kickstarting the Goa road trip culture with its appearance in 2001’s Dil Chahta Hai, is also expected to be among the vehicles on show.
“Ten years is a special landmark, and we’ve gone all out to put together a compelling show. While the MBCCR has created a vibrant community of vintage and classic car collectors, I’m especially enthused by the number of debutants at the rally. Their participation is evidence of a movement that has gathered momentum,” said Perseus Bandrawalla, who has been curating the rally since its inception.
As always, the MBCCR will see participation from across the country, and the participant list features some well-regarded names from the vintage and classic car collectors’ fraternity. These include publisher Viveck Goenka, industrialist Yohan Poonawala, His Himanshu Sinh of Gondal, Pratap Sinh Gaekwad, Behram Dubash, Abbas Jasdanwala, and the Bhogilal family collection other highlights at the MBCCR 2023 will include classic generations coupes, and limousines; automotive legends such as the Pagoda California Coupe and 220SE Cabriolet, and rare delights such as Adenauer models, the 500K, and the Nürburg.
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.
