Brands
Amar Kondekar powers brand growth at Jio Creative Labs
MUMBAI: Amar Kondekar has quietly but decisively put his stamp on Jio Creative Labs. One year into his role as head of brand services and business growth, he has emerged as a steady force behind the company’s growing reputation as a modern creative powerhouse built for scale, speed and consistency.
Over the past 12 months, Kondekar has focused on something often overlooked in creative businesses: systems. His work centres on aligning creativity, content, production and delivery into integrated frameworks that can move fast without losing soul. The result is a smoother engine powering an increasingly complex brand and content ecosystem.
At Jio Creative Labs, Kondekar has overseen a wide mix of mandates, from Reliance Consumer Products to cultural platforms such as Nmacc, alongside global and domestic brands including Invisalign, Muthoot Finance and Radio City. His remit also spans key government initiatives. In total, he manages work across more than 40 categories, covering everything from FMCG and fashion to healthcare, financial services and public-sector communication.
A defining feature of his leadership has been the thoughtful integration of AI into creative and operational workflows. From planning and execution to quality control and optimisation, these AI-led systems are designed not to replace creativity, but to sharpen it. The aim is simple: better efficiency, stronger predictability and performance at scale, without dulling human imagination.
Before joining Jio Creative Labs, Kondekar was closely associated with content-led marketing production at Netflix. There, he contributed to campaigns for global hits such as Stranger Things, Money Heist and Extraction, as well as Indian originals including Heeramandi and The Great Indian Kapil Sharma Show. His focus was on building storytelling frameworks that connected culture, fandom and audience growth.
Earlier in his career, he led integrated brand mandates across sectors, working with brands such as JSW Steel, Hershey’s, Park Avenue, Everyuth and Bajaj Electricals. These experiences helped shape his grounding in mass-scale brand strategy and execution.
Beyond boardrooms and brand plans, Kondekar is deeply invested in people. He mentors interns, is involved in building Sole, a School of Learning and Experience, and brings his credentials as a certified NLP executive coach, yoga instructor and triathlete into a leadership style rooted in balance and performance.
As Jio Creative Labs continues to evolve at the crossroads of creativity, content, AI and commerce, Kondekar’s approach stands out for its long view. Less flash, more foundation and a belief that the best ideas travel further when backed by the right systems.
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.
