Brands
MMTC-PAMP taps fintech veteran to lead marketing push
NEW DELHI: MMTC-PAMP is placing its bets on digital expertise. The precious metals refiner has appointed Gaurav Nijhawan as head of marketing, tasking him with overseeing an integrated marketing function that spans brand building, customer experience and new product development.
Nijhawan brings 15 years of experience across fintech, banking, fast-moving consumer goods, consulting and technology. His résumé includes stints at IndusInd Bank, Stashfin, Citi, Carlsberg and Ernst & Young—a diverse portfolio that suggests MMTC-PAMP is looking beyond traditional precious metals marketing playbooks.
The appointment comes as the company seeks to scale its presence across physical and digital channels, including retail stores. Nijhawan will be responsible for driving innovation and shaping the refiner’s overall growth trajectory—a mandate that extends well beyond conventional marketing.
“He is a seasoned marketing professional who brings a wealth of experience,” says Samit Guha, managing director and chief executive of MMTC-PAMP. “During his career, he has successfully led complex integrated marketing campaigns and has demonstrated success in scaling digital-first brands.”
Nijhawan, who holds degrees in computer science and engineering as well as business administration from Mudra Institute of Communications, Ahmedabad, appears bullish about the opportunity. “I am thrilled to join MMTC-PAMP, a brand that has set benchmarks in purity, trust and craftsmanship,” he says. “I look forward to strengthening our culture of excellence, enhancing our brand-building efforts and crafting compelling storytelling that unlocks new opportunities for growth and deeper consumer engagement.”
MMTC-PAMP, a joint venture between Switzerland-based MKS PAMP SA and MMTC Ltd—a government of India undertaking—is India’s only London Bullion Market Association-accredited gold and silver refiner. The company has carved out a reputation for delivering 99.99 per cent-plus purity levels with positive weight tolerance, earning recognition from the Asia and India Book of Records.
The refiner has collected several awards for refining, branding and sustainability. Notably, it became India’s first precious metals company to have science-based emissions reduction targets approved by the Science Based Targets initiative. In 2024, it was honoured as India’s most trusted brand of the nation at The Brand Story awards.
With a fintech-savvy marketer now at the helm, MMTC-PAMP is signalling its intent to marry Swiss precision with Indian market savvy—and to do so at digital speed.
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.
