The CEO of Nothing, a UK-based tech company, which is helmed by Carl Pei, has changed his name on X to ‘Carl Bhai’, which has caught the attention of many Indian netizens. ‘Brother’ in Hindi ‘Bhai’ is an example of respect and affection in India.
The decision to make the name change was ignited by a remark from an Indian customer, who wanted to know why Pei needed a celebrity endorser for his smartphone, Nothing Phone 2. Pei’s reply was, “Bhai, we want to sell more phones.” This relaxed answer struck a chord with Indians and came as a breathe of fresh air.
A while later, Akis Evangelidis, JustCoded’s co-founder, Nothing India’s official handle and Aravind Srinivas, CEO of Perplexity AI also joined the trend and added ‘Bhai’ to their names. Pei, in the same vein, humored the idea of Tesla’s Elon Musk to substitute his appellation ‘Elon’ with ‘Elon Bhai’ if he were to build a factory in India.
AI is one of the features of the Nothing Phone 2a and with its cool appearance and competitive price it can be the main attraction. The organization has also unveiled an exclusive contest where the phones of 10 lucky winners get credited if they add ‘Bhai’ to their usernames on X.
Unlike in the conventional method, Pei’s marketing strategy has earned him many fans in India who are waiting impatiently for the launch of Nothing Phone 2 a. Pei stresses his gratitude and his love for the Indian market, saying, “This is a very key market for us and we are here for a long time.”
