MAM
Uplinking clearance for NDTV business news channel
MUMBAI: The Prannoy Roy-promoted NDTV Ltd has finally got permission from the government to uplink its proposed business channel from India.
A government source confirmed the move, saying the green signal was given earlier this month. However, the source refused to provide any further details on whether NDTV has finalised a name for its business channel. According to industry sources, is likely to be headed by NDTV business editor Shivnath Thukral or Ashu Dutt who has had stints at CNBC-TV 18.
If the city-based broadcasting industry sources are to be beleived, the yet-to-be-named business channel from the NDTV stable is also likely to be formally commissioned some time next month.
Though NDTV had mentioned that it is targeting the end of 2004 for the launch of a business channel, indiantelevision.com had reported last month that the channel’s launch had got deferred till the first quarter of 2005. And professionals for the NDTV business channel are still being inducted.
After the uplink permission from the information and broadcasting ministry, NDTV will have to get several other clearances from various agencies, including the department of telecommunications.
It is, however, not clear whether the proposed business channel would be beamed via an Insat or a foreign satellite. The two existing news channels, NDTV 24×7 and NDTV India, are on PAS-10 satellite.
Despite the delay, NDTV has been making good use of time available by airing primarily business-related programming and news on NDTV 24×7 for the last several months, which have got them good ratings too vis-à-vis competition.
The NDTV board had approved launch of a separate business news channel in May. The company had made an application to the information and broadcasting ministry for uplinking permission for the same in September.
Information available with indiantelevision.com indicates that NDTV business channel’s differentiating pitch will be that it would cover a far wider canvas than the focus on stock markets that CNBC-TV18 is still perceived as having.
The fight for the business news channel has begun, it seems. The Raghav Bahl-promoted Television Eighteen Ltd (TV-18) is pressing ahead to meet a new deadline for launching a Hindi business news channel by next month, while Zee Business, was launched on 30 November.
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.
