Brands
NeoNiche names Sheraz Hasan to leadership board for Apac growth
MUMBAI: NeoNiche Integrated Solutions is sharpening its Asia-Pacific ambitions with the appointment of Sheraz Hasan to its leadership board. The move signals a clear intent from the experiential marketing specialist to scale faster across one of the world’s most dynamic regions.
Hasan brings heavyweight credentials to the table. As former head of marketing for Amazon Web Services across Asia Pacific and Japan, he spent nearly a decade building the engines that fuelled AWS’s growth across APJ and India. From go-to-market strategy to cracking high-growth markets, his playbook is well tested.
For NeoNiche, the timing could not be better. The company, known for blending technology with immersive brand experiences, sees Singapore and the wider Asean region as a springboard for global expansion. Digitally savvy audiences, cultural diversity and fast-moving markets make the region fertile ground for bold brand storytelling.
“Sheraz brings a rare mix of large-scale platform thinking and deep regional insight,” said NeoNiche founder and CEO Prateek N. Kumar. “His perspective on account-based marketing, ecosystem building and expansion into new markets will be critical as we enter our next phase.”
Hasan, for his part, sees a company ready to stretch its wings. “NeoNiche has the ingredients to redefine its category,” he said. “Scaling today is about balancing global ambition with local intelligence, especially in high-potential markets like ASEAN. I am excited to help build that momentum.”
The appointment underlines NeoNiche’s growth-first mindset as it doubles down on creative engagement, technology-led solutions and a truly global outlook. In a crowded marketing landscape, the agency is betting that the right leadership can turn regional opportunity into worldwide impact.
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.
