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#LikeAGirl, is not an abuse

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MUMBAI: ‘Like A Girl.’ When did those three words become an insult?  

This thought provoking question has been floating on various social media platforms for a couple of weeks now. Thanks to Procter & Gamble’s (P&G) new campaign, this thought is being heard loud and clear across the globe.

The campaign which has different phases on digital is supported with a power packed video filmed by P&G’s ‘Always’, a leader in feminine hygiene products with a market valuation of $3.4 billion.

Though the film might appear to look just like many other feminist-themed videos, there is a lot that it brings across the table. As part of the campaign, ‘Always’ has partnered with award-winning documentary filmmaker Lauren Greenfield to conduct a social experiment to illustrate how people of all ages interpret the phrase ‘Like A Girl.’

Wondering why this campaign?

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On the official YouTube channel of P&G Lauren Greenfield, filmmaker and director of the #LikeAGirl video explained, “In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand. When the words ‘Like A Girl’ are used to mean something bad, it is profoundly disempowering. I am proud to partner with ‘Always’ to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine ‘Like A Girl’ into a positive affirmation.”

The video has already been viewed over 29 million times on YouTube, shared approximately 300,000 times on Facebook and tweeted around 40,000 times on Twitter. According to various media reports, P&G spends about $10 billion annually on marketing in the US. Of this, 25-35 per cent is spent on digital.

This percentage of digital spends will soon get somewhere near in an emerging market like India. Last year P&G’s Pantene released a digital video which was also championed by Facebook chief operating officer Sheryl Sandberg who showed how the same behaviour by men and women is viewed differently by the society.

With this campaign from ‘Always’, the company is taking a step further to strike social conversations and impressions for a good change.

Click here to watch the campaign

We at Indiantelevision.com, asked Indian creative fraternity of the challenges of creating campaigns on the digital platform and how much did the ‘Always’ campaign touch their hearts. 

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“It is a brilliant effort“

According to Bang in the Middle managing partner and chief creative officer Prathap Suthan this particular campaign from P&G, shows how major advertisers in the world look at the criticality and importance of the digital space. And as usual, focus is in on universal insight.

“The fact that physical weakness is often attributed to ‘being a girl quality.’ It pries open a lot of areas. It opens up a conversation into giving girls more liberty, comfort, reality, and empowerment. It is a brilliant effort. It squashes down on the global habit of seeing a girl’s natural and general lack of brawn as deficiency. Instead, the campaign applauds the differences, caliber, mettle and a whole lot superior attributes that only women possess.”

According Suthan the campaign hits the right chord. “It’s a truth. Every girl, woman, daughter, mother, sister, aunt etc. will relate to it and so will all the men, especially fathers. I think it radiates a lot of optimism, positivity and reinforces confidence.  #LikeAGirl is one of the most common insults and demeaning expressions that have been going around until now. It has been used to not just debase and abuse women, but also used as an expression that’s widely used to lash out at boys and men when they don’t physically and even mentally push the bar,” says Suthan.

With #LikeAGirl now trending across the world, and with every woman synching with the thought, hopefully this will initiate and propel a movement to help women across the world gain even more confidence, stature, self-esteem and happiness mentions Suthan.  “We need that for a better, healthier and more peaceful world,” he says.  

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Origin Beanstalk co-Founder Upendra Singh Thakur thinks in India, discrimination against girls starts at birth. It is way beyond than just making fun of ‘being like a girl’. “However, keeping the affluent consumer in mind that the brand caters to and the notion of silly being associated with girls, to me the brand has definitely hit the right chord and really made us think that in many ways, jokingly, we do tend to discriminate even though we don’t realise it,” says Thakur.

“If you are not creative on digital then it is criminal”

Curry Nation founder Priti Nair believes in the above statement. She says, “It is not being creative that is a challenge on digital, but it is how much more creative can you be. That is the real challenge. It is not your typical 30 seconder shot on location or set. It is an audition and the audition is the advertisement.”

“In the #LikeAGirl campaign everything lies in the music and the casting. It takes you through an emotional graph. I think it is really insightful and I love the way it is connected to the product. Most of the times you have lofty philosophical stuff floating for causes that does not really have any connection to the brand. But to connect confidence ebb and fall with puberty is excellent and also true. It is good to know that someone is thinking harder,” opines Nair.

Infectious director Nisha Singhania has similar thoughts about the campaign. She believes, “#LikeAGirl taps into a fantastic insight on how without realising it, we create norms on how girls and boys are supposed to behave. Often I’ve heard boys being told to stop behaving ‘like a girl’ as if it was an insult.” Since most clients want the campaign to go ‘viral’ Singhania thinks they buy braver work for the digital medium. 

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“How I wish, this gets translated into different languages. Or it needs a global version with multi-cultural and multi-ethnic representation. There’s so much truth going waste otherwise,” concludes Suthan.

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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