Brands
Virat Kohli and Gionee celebrate milestones
MUMBAI: A brand that has managed to make a good impact in the Indian market is smartphone player Gionee. Coming to the Indian market with its unique offerings, and further getting celebrities to endorse them, Gionee has emerged as a favourite brand of Indians; and has done so in a very short span of time. The campaign has begun with an aggressive burst on OOH media nationally and will be followed by print, digital and radio too.
The smartphone brand has now achieved a new milestone where it has got 1.25 crore users using its products. To celebrate the feat, Gionee has announced the launch of a nationwide integrated campaign that has been conceptualized and executed by Mullen Lintas Delhi. The objective of this campaign is to announce this unique milestone and also let the consumers know about Gionee’s stature amongst its competitors.
To promote this milestone to the masses, Gionee has brought on board the Indian cricket captain Virat Kohli. Known as the milestone man himself, it was an apt partnership between Virat Kohli and Gionee where together they are shown celebrating milestones in their own unique way. Given Gionee’s aggressive ambition to move towards market leadership, this is a well-timed association as Virat Kohli perfectly mirrors what the brand is aiming to achieve.
Gionee marketing head Nomit Joshi said, “Gionee has reached a milestone with 1.25 crore patron base in India and the Indian cricket skipper who is creating new milestones and records was roped in as the brand ambassador. The Captain’s arrival on-board allowed us to highlight our milestone and also the partnership was mutual.”
Mullen Lintas NCD Shriram Iyer said: “Gionee and Virat Kohli – both ambitious, both hard working and currently both are on an exciting trajectory in their own respective fields. We believe it’s a perfect match to begin a great partnership.”
Mullen Lintas Delhi executive director Syed Amjad Ali says: “The campaign is aimed to make a big announcement. At the same, getting Virat Kohli on board illustrates Gionee’s leadership ambition. He is clearly a role model today and inspires millions of people. To begin with, this campaign announces Gionee’s achievement of getting 1.25 crore smartphone users. There are many more lined up and will be unveiled soon.”
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.
