So, before the Nothing Phone (2a) launched in India, Carl Pei did a super cute move by calling himself “Carl Bhai” (like “Carl Bro” in Hindi). It was his playful way of bonding with Indian fans, and people totally dug it. CEOs usually play it straight, so this quirky nickname felt refreshing and real.

Nothing first popped up in 2021, but things really took off when they dropped the Phone (1) in 2022. That thing blew up way bigger than anything Carl did at OnePlus. His laid-back, approachable style—both as a person and as a brand—helped them build a huge following super fast.

But here’s the thing: Carl’s social media persona has been a bit of a mixed bag lately. He’s kept that same “Carl energy,” but not every post lands the way he wants. Take his most recent X (formerly Twitter) post after the Nothing Phone (3a) launch, for instance. On the surface, it was just him celebrating the phone’s first-day success and joking about critics “coping.” All good so far.

Then, though, a fan commented asking for faster storage speeds and better RAM efficiency. Instead of a thoughtful reply, Carl snapped, “Stop crying.” Oof. Trying to be edgy and funny here totally backfired. Telling customers to “stop crying” over hardware wishes? Not cool, especially when you’re the guy selling them the phone.

The thing is, the Phone (3a) uses UFS 2.2 storage, which isn’t the flashiest tech out there, but it’s totally fine for its price range. The real problem? How Carl handled the feedback. Could’ve been a chance to say, “Got it—we’ll keep pushing!” instead of shutting folks down.

I’ve been hands-on with both the 3a and the 3a Pro, and my review is coming soon. The hardware? It’s solid. But customers deserve to voice their hopes without feeling like they’re being dismissed. You know—nobody wants to feel like their concerns are just being brushed off, right?

TL;DR: Carl’s “Carl Bhai” charm worked wonders, but this “stop crying” vibe? Not the move. Fans totally have the right to want better without getting roasted for it. Stay tuned for the full review—I’ll break it all down!

What do you think? Should CEOs keep it light or stick to business mode? 😄