Brands
V-guard launches ‘Luxecube’ water heater with romantic new ad campaign
MUMBAI: V-Guard industries ltd., a leading name in consumer electricals and appliances, has unveiled a new campaign film for its premium Luxecube water heater series, extending its popular ‘Hum, tum aur V-guard’ storyline.
The film, titled ‘Hum, tum aur kuch extra’, brings back the much-loved couple from the summer campaign. In a playful exchange, the husband hints at “something extra” in their lives, only to reveal he was talking about the Luxecube water heater. The narrative highlights its 38 per cent extra hot water delivery and sleek design, described as “extra hot looks” that enhance the bathing experience.
The campaign debuted during the India-Pakistan Asia Cup 2025 clash, ensuring mass visibility, and will now extend across OTT platforms, connected TV, and social media to capture digital-first audiences.
Commenting on the launch, V-Guard Industries Ltd, vp – brand & communication Nandagopal Nair said, “Luxecube reflects V-Guard’s promise of making everyday living smarter, more stylish, and more comforting. By bringing back the same couple, we’ve built continuity while keeping the narrative witty, aspirational, and relatable.”
Ralph & Das, director & cco, Anil Ralph Thomas, who wrote and directed the film, added, “The film playfully weaves product benefits into a couple’s banter, balancing romance with humor while staying true to V-Guard’s distinctive storytelling.”
Echoing this, Ralph & Das, director & ceo, Kaustav Das said, “We’ve always believed in breaking category norms. Instead of shouting features, we’ve crafted a tone that is warm, engaging, and different: the V-guard way.”
With Luxecube, V-Guard continues to expand its premium water heater portfolio, targeting aspirational homeowners seeking a balance of functionality, design, and comfort.
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.
