MAM
ASCI elevates ad standards with a vigilant system of digital surveillance. Green claims scrutinised. – Manisha Kapoor, ASCI
Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.
Environmental claims include, suggesting or creating an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product or has specific environmental benefits.
Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.
Indiantelevison.com spoke to ASCI secretary general & CEO Manisha Kapoor on the fresh guidelines and the reasoning behind it now. Once the rules are framed, how they will be implemented and much more…..
On the Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” ….it is very easy to say this but how will this be implemented on a larger scale across mediums
ASCI has a well-established code and mechanism for resolving grievances against objectionable ads. Greenwashing is a kind of misleading ad. Not only are such claims against the ASCI Code, but any misleading ad violates The Consumer Protection Act, 2019 as well. Besides accepting public grievances, ASCI’s extensive surveillance system, which includes TAM tracking digital channels and platforms, 32 national newspapers, 50 magazines, and 425 TV channels in 14 languages, ensures that we are looking at advertising across media and geography.
This proactive system, complemented by an in-house digital surveillance team, effectively oversees various mediums. This comprehensive approach underlines ASCI’s commitment to maintaining standards across the diverse landscape of advertising platforms, and we will be scrutinizing green claims as a part of this effort
On being environment-friendly, sustainable, etc are oft-used words, how will a brand now make sure that these words are not used loosely, what would be ASCI’s implementation on this? For carbon offset claims and compostable, biodegradable, recyclable, non-toxic, free-of, etc. claims, how will this be implemented
Once finalized, ASCI’s guidelines will be implemented through proactive Suo-moto surveillance as well as efforts to educate the industry and consumers. These guidelines will help advertisers navigate the complexities of green claims and set clear directives for acceptable advertising practices on the subject, with a specific focus on preventing the indiscriminate use of broad terms such as “environment-friendly” “sustainable.” etc. Brands will be required to substantiate their environmental claims with concrete evidence to ensure accuracy and relevance.
It is recommended that advertisers use narrower claims for which they can provide clear evidence. Advertisers will need to provide competent and reliable scientific evidence for claims regarding carbon offset, compostability, biodegradability, recyclability, non-toxicity or any other environmental claims made in advertising. The guidelines also call for transparency in the evaluation process of these claims and require certifications from nationally or internationally recognized authorities to verify the authenticity of such claims.
On Influencers and Celebrities endorsing such claims what will be the implication on them, will the brand be held responsible or the person endorsing it
By ASCI’s guidelines, influencers and celebrities endorsing environmental claims must ensure they have done due diligence to ensure the accuracy and reliability of their information. By law, endorsers need to make sure they have done due diligence for the ads they endorse, or else they can be fined or suspended from endorsements. In the past, the government has taken action against celebrities as well as brands. ASCI has an ‘Endorser Due Diligence’ service in place through which endorsers, including celebrities, can ensure they have taken all precautions to feature in ads without misleading content.
On how clear is the context, about environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service. Can you elaborate on this
The guideline emphasizes precision and transparency in environmental claims. If not evident from the context, any claim regarding a product’s environmental impact should explicitly mention whether it pertains to the entire product, its packaging, a specific service, or only a portion of the product, package, or service. This ensures that consumers receive clear and accurate information about e what specific aspects of a product or service are green. The goal is to prevent ambiguity and promote transparency in advertising practices, aligning with ASCI’s commitment to responsible advertising.
On how does a common consumer differentiate between genuine claims and claims made by so-called influencers on various social media platforms, especially Instagram
Consumer vigilance and education on advertising is a key aspect ASCI is working on as part of the ASCI Academy. We have tied up with several civil society organizations to improve the advertising literacy of consumers. We will also soon launch a certification course for influencers to ensure their work is responsible. While consumer education is a large and long-term exercise, ASCI is stepping up its efforts in this area along with several other organisations.
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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