MAM
New Ford TVC built on change as a wonderful thing
NEW DELHI: Ford India has launched a new campaign to unveil the new avatar of its car Ford Figo, embodying the philosophy of ‘Change is a Wonderful Thing‘.
The campaign showcases the new Ford Figo as a compelling blend of style, performance and value-for-money with newly enhanced features.
The 360 degree brand campaign runs across television, radio, print, Below-The-Line activation, online and mobile media nationally.
The television commercial communicates the launch of the New Ford Figo while retaining its well-established proposition of “Bursting with Substance”. It begins by showcasing a recently married couple at the mall, shopping for groceries. The wife complains about managing everything in the house and the husband not changing after marriage. He is either focused on friends or office work leaving little time for them. While she complains, there is a call on the Bluetooth audio system of the Figo from a hotel confirming the husband‘s reservation for a candlelight dinner.
The wife is pleasantly surprised at this gesture by her husband. The campaign thus exemplifies the ethos of ‘Change is a Wonderful Thing‘ not only in human relationships but also the relationship you have with one‘s car.
While chronicling the couple‘s experiences with the new Ford Figo in everyday use, the commercial focuses on the new smart features such as its best in class space and an agile well-engineered steering. The clutter-free and easy to use Bluetooth technology in the new Ford Figo is showcased by the effortless manner in which the couple is able to attend calls while driving.
Ford has also built a virtual test drive experience on mobile & tablets and used the technique of geo-fencing Ford dealerships in select cities which will push new Figo specific communication to users when they are within a 5 km radius.
“The customer has evolved and Figo has evolved with them. We are going further to offer our customers the best in technology, styling and performance with the launch of the new Ford Figo. We are committed to delivering high quality products that our customers want and value,” said Anurag Mehrotra, Vice President, marketing, sales and service, Ford India.
“Our target customer is a recently married 25-28 year old male. The new advertising campaign draws from the experiences that all recently married couples go through where the duality of the life-stage reflects a step change for them. Also, given that 60% of all Figo customers are first time car buyers, and they want the world to recognise this change in their life. And finally, the styling and performance changes in the Figo. Through the commercial we are establishing that Change is a Wonderful Thing – be it in your life-stage, your choice to buy your first car or even the changes made in the Figo”, he further added.
“The philosophy and the inspiration for this campaign came from the very essence of Ford – a dynamic brand, constantly looking to ‘Go Further‘ to excite customers. Ford has been an integral part of our customers‘ lives and we wanted to capture one of the many memorable moments that define a positive change in their lives. By focusing on its smart technology, best in class features and improved looks, this campaign aims to make the customers experience a wave of change with the new Ford Figo,” added Vijay Simha, executive creative director, Global Team Ford.
“Many of our customers are first time car buyers. They are entering the category; their aspirations and dreams of owning a car is coming true, that‘s a very significant moment. In their own lives they are experiencing ‘wonderful‘ change, from being single to married, becoming a parent, enjoying setting up their own home and so on. Our insights about change come from here and it is will connect with people as it is true about their lives. The new Figo comes in at this point and adds to their celebration of life,” said Antony Rajkumar, vice president & strategic planning director, Global Team Ford.
TVC details:
- Creative Agency: WPP – Global Team Ford
- VP & Senior Creative Director: Vijay Simha
- Creative Team: Sujatha Chakraborty, Nitika Parmar, Abhishek Singh
- VP & Strategic Planning Director: Antony Rajkumar
- VP & Client Services Director : Vijay Bhaskar
- Account Management : Jose Scaria, Siddharth Shrivastava
- TVC Director: Rajesh Saathi
- Producer: Harish Nambiar
- Music Director: R. Anand
- TVC duration: 45 sec
- Language: Hindi
- Media Planning: Sushanto Biswas, Mindshare
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.
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