Brands
Ashish Vashist joins Cashify as head of commercial
Ex-HealthKart leader steps up to steer nationwide operations growth
MUMBAI: Ashish Vashist has taken charge as head of commercial at Cashify, adding a new chapter to a career defined by operational grit and steady leadership.Vashist joins Cashify after more than eight years at HealthKart, where he rose through the ranks from manager administration to national head administration. His journey there was less a climb and more a marathon of scale, strategy and systems. Overseeing pan-India operations, he managed everything from head office administration and warehouses to factories, retail stores, travel, events, real estate, procurement and compliance.
In his most recent role as national head administration, he led infrastructure, vendor management, brand compliance and team leadership across the country. Colleagues credit him with driving tighter cost control, sharper efficiency and a culture that balanced discipline with agility.
Before HealthKart, Vashist served as assistant vice president administration and operations at V-Konnect Associates and was part of the leadership team. His remit covered organisational structuring, recruitment process design, data-led performance improvement and change management.
His earlier career spans administration and facilities management roles at Max Life Insurance Company Limited and ICICI Lombard, where he handled branch operations, expenditure control and vendor coordination. He began his professional journey in hospitality, training as an industrial trainee at Radisson Blu Plaza Delhi and working briefly as a prep chef at TGI Fridays, experiences that laid the groundwork for his operational precision and people-first approach.
Academically, Vashist holds a PGDBA in human resources from Symbiosis Institute of Management Studies and a post graduate diploma in human rights from the Indian Institute of Human Rights.
At Cashify, Vashist is expected to bring his trademark mix of structure and scale to the commercial function, aligning growth ambitions with operational backbone. If his track record is any indication, he will not just manage the engine room but fine tune it for the long haul.
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.
