MAM
Piyush Pandey’s top 5 popular campaigns
MUMBAI: Piyush Pandey reveals his favourite David Ogilvy quote: “The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising.”
For the big dad of Indian advertising, the workplace is where he pursues his hobby. No wonder. Pandey has been with Ogilvy since 1 August 1982. Since then, his rise has been meteoric. In 1989, he moved to the creative department in O&M and became the agency‘s creative director in 1992. He rose to become the national creative director in 1994 and was inducted to Ogilvy‘s worldwide board in 2006.
For the man who led Glamorgan University‘s cricket team to its win in the Rohinton Baria Trophy in 1979, the long innings at O&M is remarkable. Under Pandey‘s leadership, O&M has become the third largest advertising agency in India.
Pandey has been named the most influential man in Indian Advertising for eight straight years by The Economic Times. In 2000, the Ad Club of Mumbai voted his commercial for the adhesive brand Fevikwik the ‘Commercial of the Century‘ and his work on Cadbury‘s as the ‘Campaign of the Century‘. He was voted Asia‘s Creative person of the year at the Media Asia Awards 2002.
He is the only Indian to have won a double Gold at Cannes and a triple Grand Prize at London International Awards. O&M India has won 25 lions at Cannes under his leadership. In 2002, he won India‘s first ever Silver Pencil at The One Show Awards. In 2010 he was given Lifetime Achievement Award by The Advertising Agencies Association of India.
Pandey was invited as a Jury in the Clio Awards (2000), Cannes Film Festival(2002), and as the President of the Jury for Outdoor & Press and Film at the Cannes Lion International Advertising Festival (2004) which was a first for an Asian. He was also invited to be a judge at the Asia Pacific Advertising Festival Awards, 2007.
Asked to list his five favourite campaigns, the South Asia executive chairperson and creative director at O&M instead provided a listing of five of people’s favourite campaigns saying it would do injustice to his clients and also choosing five best works over 30 years is difficult.
Here is Pandey‘s list of most popular campaigns:
Cadbury‘s ‘kuch Khaas Hai‘
It is one of my favourite campaigns because it changed the market completely. We had to find out some way to get adults to eating chocolates openly. The entire campaign is about the fact that there is a child in all of us and we let it go only once in a while. So why be scared of getting your head down, being yourself and enjoying life? It was voted as the campaign of the century.
Fevicol
The work on Fevicol has also been loved by people a lot over the years. The Fevicol ad became a hit because it is “son of the soil” kind of campaign; it is rooted in India but with ideas that touched people even abroad. And it’s simple! We hardly have words in it and people find it very funny and yet meaningful. And today Fevicol is in the top most trusted brands. For a low-interest category, to be amongst the big brands is not easy. After all, it is a product that one never sees once the furniture is made.
Polio
I am also very proud of the work that I have done on Polio along with Amitabh Bachchan. This year India has reported zero cases of polio. The campaign is highly credited to Bachchan; the way he spoke to the people of the country like an elder brother, a father who is upset with his near and dear ones and about what are they are doing for their children, is remarkable. The ad used very harsh language. For ads like Polio to use such a language was completely unprecedented. For the whole campaign, what I can say is that a lot of ground work is done by the government and medical associations; we were able to support their efforts meaningfully. At the end of the day they were the ones who were on streets, they were the ones who made it happen, but we were able to give them some kind of support.
The thing is that when Amitabh speaks people listen. For instance, when there was this controversy about Cadbury, we re-launched
the campaign with Bachchan. He is a very sincere man. He won‘t do anything just like that. He came to the factory to see for himself how the chocolates were manufacturedand packed. We are grateful to him for the campaign.
Fevikwik
The Fevikwik campaign (the fish one) also won us many accolades.
Asian Paints
The next ad close to me would be that of Asian Paints, ‘Har Ghar Kuch Kehta Hai‘. If you look at Asian Paints, the way they have built the brand and the way we have been able to partner them by finding regional nuances built again around India and its traditions. It’s the no.1 brand since so many years. From Umbrella campaign, ‘har ghar kuch kehta hai‘ to the Sunil babu (tu kya dekh raha hai yeh, deewar ki picture chal rahi hai) to the two brothers doing home decor ads — that‘s a good series.
These are the campaigns that have been awarded over the years but it is very difficult to say that which are my best five. These are
among my most successful work. They are closest to me because they are close to the people. No campaign is worth its salt unless the people on the street do not love it. Fevicol (dam laga k haisha), Fevicol (egg) and Fevikwick (fish) and current Fevicol marine, there is a huge body of work. Let me put it this way — these five campaigns are longest running campaigns. We have ads which ran for a year and were fantastic. These were the campaigns that ran over the years.
It all starts with the product, the opportunity that the product has, the connect that it has with the people, the vision that the clients have for their brands, or what is the problem that the product is having. If you look at the polio scenario, it was the problem that the country was facing, that people were not going to the booths, you start with that and then see how you can address it.
Like in the case of Cadbury, adults were not eating it openly, so the question was how to tackle it. It has to come from a market need and then how well you are able to go under the skin of the consumer and identify that what will make this person change his work or behavior and what is the stimuli that they would want to watch, want to act upon. The process is very simple.
I never thought that I am a painter or an artist. I am a commercial artist who has to do messaging to make people to react.
I think we can never do a very bad campaign; we can do a bad ad because you do one ad and then you realise that you need to correct yourself. It is not that you will succeed every time. There are times when you experiment.
Here is Pandey‘s list of the bad campaigns:
Cadbury
There was a campaign that we attempted for Cadbury. It was based on a very good insight that we got from the research that people feel like eating chocolate when they are sad. We took that very seriously and made ads on ‘moments when you are sad‘ and people were not willing to see it on television. They wanted to see moments that made them smile, feel happy. Yes, it was a mistake but you won’t remember them because we pulled them out within a week.
Fevicol
Nothing is totally wrong but something that does not create that magical impact…I loved the suicide Fevicol ad. It was supposed to be funny but some people didn’t find it funny.
Kinetic
After doing a great campaign on ‘Chal meri luna’ (Kinetic), we tried to do an ad on petrol price hike featuring Azharuddin and Sachin Tendulkar. But it couldn‘t compare to the ‘chal meri luna’ campaign.
(As told to PRACHI SRIVASTAVA)
Brands
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
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.
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.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
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.
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.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
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.
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.
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.
-
News Broadcasting1 week agoMukesh Ambani, Larry Fink come together for CNBC-TV18 exclusive
-
News Headline1 month agoFrom selfies to big bucks, India’s influencer economy explodes in 2025
-
iWorld5 months agoBillions still offline despite mobile internet surge: GSMA
-
Applications2 months ago28 per cent of divorced daters in India are open to remarriage: Rebounce
-
iWorld2 weeks agoNetflix celebrates a decade in India with Shah Rukh Khan-narrated tribute film
-
Hollywood7 days agoThe man who dubbed Harry Potter for the world is stunned by Mumbai traffic
-
News Headline2 months agoGame on again as 2025 powers up a record year and sets the stage for 2030
-
I&B Ministry3 months agoIndia steps up fight against digital piracy


