Brands
boAt hands the helm to its chief operating officer
MUMBAI: When you’ve built India’s top audio wearables brand from scratch, knowing when to step aside takes nerve. Aman Gupta and Sameer Mehta, co-founders of boAt, are doing just that.
Imagine Marketing Ltd owner of the boAt brand, announced on Monday that Gaurav Nayyar will take over as chief executive, marking a shift from founder-led management to professional leadership. Nayyar, who has served as chief operating officer for three years, brings two decades of strategic nous, including an eight-year stint as partner at Bain & Co.
The reshuffle sees Mehta move to executive director, where he’ll focus on long-term strategy whilst supporting Nayyar’s transition. Gupta, who built boAt’s marketing firepower and brand swagger as chief marketing officer, will remain a non-executive director, keeping a hand on the tiller without running the ship.
“This transition reflects the natural evolution of boAt as we further professionalise and position ourselves for the opportunities ahead,” said Mehta, who led the company as chief executive through recent years of expansion into manufacturing and adjacent product categories.
Nayyar, inheriting a company that dominates India’s audio wearables market (number one by shipments, according to IDC data), struck a modest note: “I am honoured to be entrusted with the responsibility of leading boAt into its next chapter. Sameer has done an exceptional job strengthening our core, building product adjacencies and setting up our India manufacturing footprint.”
Gupta, whose marketing chops helped boAt disrupt India’s audio industry with boldly designed, affordably priced gear aimed at young consumers, said: “I’m proud of what we have accomplished together and equally excited to see Gaurav take the helm.”
boAt’s portfolio spans audio gear, smartwatches, grooming gadgets and mobile accessories. Backed by Warburg Pincus, Malabar Investments and Fireside Ventures, the company partners with Qualcomm and Dolby on product innovation and operates offices in Delhi, Mumbai and Bengaluru.
The move signals boAt’s bet on professional management to capitalise on India’s booming consumer technology market—a multi-decade opportunity that requires institutional muscle, not just founder flair.
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.
