Brands
Times Music signs Dharma Cornerstone’s talent Nakash Aziz
MUMBAI: Dharma Cornerstone Agency (DCA) music artiste Nakash Aziz has been signed on by music label Times Music. Under the agreement, Times Music will be releasing independent singles and albums for Nakash, while planning live performances and fan engagements.
Nakash has delivered chart-topping hits across Indian and regional cinema in Kannada, Telugu, Tamil, Bengali and Marathi. His Hindi cinema classics include the upbeat Gandi Baat and Sari Ke Fall Sa from R… Rajkumar, the spirited Selfie Le Le Re from Bajrangi Bhaijaan, the electrifying anthem Jabra Fan from Fan, playful peppy number Second Hand Jawaani from Cocktail, among many others. Nakash is currently riding high as one of the most sought-after singers, having brought Pushpa’s aura to life through unforgettable songs like Eyy Bidda Idhi Naa Adda and Pushpa Pushpa from the hit film franchise Pushpa.
Said Times Music CEO Mandar Thakur: “Times Music is thrilled to partner with DCA and work with the immensely talented Nakash Aziz”.
DCA CEO Uday Singh added: , “I’m really happy to see this partnership between Nakash and Times Music come together. Nakash has such a unique style and energy, and I’m confident this collaboration will lead to some incredible music. It’s great to have such strong partners in Times Music to bring his and our vision to life”.
Nakash Aziz said: “I’m really looking forward to working with Times Music on some exciting new projects. It’s always a great feeling when you find the right partners who understand your creative vision, and with Times Music, I feel like we can really experiment and push boundaries.”.
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.
