MAM
Offbeet Media appoints Rohit Tugnait to lead youth platform 101 India
MUMBAI: Offbeet Media Group has named Rohit Tugnait as chief executive officer of 101 India, following its acquisition of the youth-focused digital platform, in a move aimed at accelerating growth and repositioning the brand for a new generation of audiences.
Tugnait, who brings more than two decades of experience across digital and television media, will oversee the platform’s creative direction, business strategy and long-term expansion. He previously led Vice Media Group’s India operations, where he built the brand’s presence among young consumers and advertisers.
Offbeet Media Group founder Jaideep Singh, said 101 India would play a central role in the company’s aggressive growth plans for 2026, with Tugnait tasked with shaping its next phase of evolution.
Under renewed leadership, 101 India plans to deepen its focus on culture, subculture and counterculture storytelling, delivering original content across YouTube, social media and its website. The platform is expected to experiment with new formats and technology, including artificial intelligence, while building on its existing engaged community.
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.
