Brands
Praveen Kumar named SVP, business head sports digital and LTV at JioStar
MUMBAI: Praveen Kumar has hit the ground running at JioStar, taking on a new leadership assignment as senior vice president and business head for sports digital and LTV. The move marks another decisive chapter in a career built on steering brands, deals and data through India’s fast-changing media landscape.
With over two decades of experience behind him, Kumar arrives at JioStar after a high-impact stint at GroupM, where he led trading, partnerships and sports. Known for blending commercial sharpness with strategic flair, he played a central role in managing large-scale advertiser relationships and navigating both online and offline media ecosystems.
Before GroupM, Kumar spent more than four years at GroupM Essence as vice president and national trading head, overseeing trading operations across platforms and handling marquee clients spanning technology, FMCG, telecom and digital-first brands. His earlier career reads like a tour of the industry’s powerhouses, with senior roles at Amazon, Mindshare and Madison Media, where he cut his teeth in media planning, trading and leadership.
Beyond boardrooms and balance sheets, Kumar also brings an academic edge, having taught marketing and advertising early in his career. That mix of classroom clarity and commercial grit has shaped his reputation as a leader who can simplify complexity and spot value where others see noise.
At JioStar, Kumar is expected to sharpen the company’s sports digital strategy while building long-term value in a market where audiences, platforms and monetisation models are constantly on the move. For an industry obsessed with the next big play, his appointment signals a steady hand on the tiller and an eye firmly on the future.
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.
