MAM
Shweta Mehrotra elevated to vice president at Tute Consult
Mumbai: Tute Consult, an independent communications and PR agency from India, has announced the elevation of Shweta Mehrotra to the position of vice president.
Mehrotra joined Tute Consult in 2020 and has been spearheading strategy and operations at Tute Consult nationally over the last four years. During her tenure, she has played a pivotal role in securing brand partnerships, creating winning integrated communications strategies for diverse industries including technology, luxury, lifestyle, hospitality, beauty and wellness, F&B, corporate, fintech and retail. She has also successfully led and grown the 20+ member strong team of Tute Consult across their Mumbai and Delhi offices and global partnerships.
Mehrotra is a seasoned communications professional with over 22 years of experience spanning across fashion, beauty, FMCG, aviation, technology, real estate, e-commerce, hospitality, F&B, media and entertainment, telecom, and more. Before Tute Consult, she has held key positions at renowned agencies such as Good Relations India, Lintas Live, Avian Media, and MSLGroup where she contributed towards award-winning campaigns. She has also consulted for industry giants like Ogilvy and Davidson PR.
In addition to her industry expertise, Shweta also teaches PR and communications at SCoRe (School of Communication and Reputation) and has previously been associated with EMDI and the University of Madras.
Tute Consult founder Komal Lath shared, “With Shweta’s extensive experience in brand strategy, coupled with her proven track record of building and managing high-performing teams, it was only time that a larger role was carved and crafted for her expertise. We have shared a wonderful journey at Tute over the past years and collectively we create magic!.”
“I am thankful to all my mentors and peers who have played a pivotal role in shaping me into a fine professional. 22 plus years later I can proudly say that I know what effective communication is, with a commitment to learning one new thing every day. Joining Tute Consult was one of the best professional decisions and under Komal’s leadership, we have been able to push the envelope, challenge ourselves and do the unthinkable. It’s been a fulfilling journey, only onward and upward,” said Mehrotra.
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.
