MAM
Ananta Das exits as head – brand PR for Prime Video India & APAC
Seasoned comms leader with nearly 20 years’ experience leaves after leading regional brand strategy.
MUMBAI: Ananta Das just hit the eject button on her Prime Video role because when you’ve scripted brand stories across continents, sometimes you need a scene change of your own. Ananta Das has stepped down from her position as head of brand PR for Prime Video India & APAC, marking a significant leadership transition in the streamer’s regional communications setup. Her replacement will be hired into a broader regional brand communications role reporting directly to APAC communications head Menon, indicating a restructuring of the hierarchy.
With nearly two decades in communications, Das brings a strong track record across major organisations. Before Prime Video, she handled brand and corporate mandates at Johnson & Johnson, Tata Global Beverages, and Colgate-Palmolive. At Prime Video she drove brand communications strategy across APAC markets, steering messaging for the platform’s expanding slate of originals, major content launches, and key industry initiatives.
The exit comes as Prime Video continues to scale its originals and regional presence in a competitive streaming landscape. Das’s departure opens the door for fresh leadership to shape the next phase of brand storytelling in one of the world’s fastest-growing entertainment markets.
For a region where content is king and attention is currency, transitions like this aren’t endings, they’re plot twists that keep the narrative moving forward.
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.
