MAM
IdeateLab appoints Ravi Bhaya as CEO
Mumbai: IdeateLab has announced the appointment of Ravi Bhaya as its new chief executive officer. This comes on the back of the company recently repositioning itself as “The Outcome People” and marks a strategic chapter for the company with Ravi possessing a wealth of experience in digital acceleration, marketing transformation and driving business growth spanning multiple continents including Europe, Africa and Asia.
Ravi brings to his role as CEO, a distinguished career at global marketing services organisations including Publicis Groupe and Serviceplan Group holding responsibilities across various management functions. These include client leadership roles, revenue growth, spearheading business restructuring initiatives and managing cross-functional teams. In 2020, leveraging his wide industry knowledge including that of diverse markets and cultures, Ravi co-founded RSquared Global Ventures (R2GV) providing strategic consulting to scale-ups within the martech, content, commerce and data space on growth, innovation and ROI. He holds an MBA from the University of San Francisco and spent his formative years as an ex-professional tennis player.
“IdeateLab has established itself as a leader in the digital-first marcom solutions space. My objective is to build on this foundation fostering innovation and expanding our digital capabilities to deliver measurable business outcomes for our clients, powered by creative excellence” said Bhaya. “Our focus is on integrating cutting-edge solutions and data-driven strategies to stay ahead of market trends and further strengthen IdeateLab’s position in the industry. I am excited at the opportunity and grateful for the faith the IdeateLab management and teams have entrusted upon me” Bhaya added.
Welcoming Ravi Bhaya to the team, director Vrutika Dawda said “We are delighted to welcome Ravi Bhaya to IdeateLab as our new CEO. Ravi’s extensive experience and proven track record make him a perfect fit to lead IdeateLab into its next phase of growth. We are confident that under his leadership, IdeateLab will continue to set benchmarks in the industry and propel the company into a new era of innovation and success.
With Ravi at the helm, IdeateLab is set to further solidify its position as a leader in the digital-first marcom solutions space, committed to pioneering new capabilities and strategies that meet the evolving needs of businesses amid their digital transformation journey.”
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.
