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A new formula, a new attitude! 93.5 Red FM broadbases itself!

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We’re going to voice the common man’s concerns and be a station that will be relevant to him. But at the same time, will not lose our sense of humour.” So says 93.5 Red FM COO Abraham Thomas.

At a time when radio brands are looking at ways to consolidate and differentiate themselves, 93.5 Red FM has shot first off the blocks in this direction in a bid to capture the first mover advantage.

According to ILT (Indian listnership track) and NRS, the average radio listener is already tuning in for more than two hours a day and is fast catching up with television. ‘Mindspace’ has never been more on the minds of radio marketers as now. The bulk of listeners are from the lower SEC. In fact, over 60 per cent of FM radio listeners belong to SECs B, C and D. The age distribution of radio listeners is concentrated in the age group of 20-29, followed by the 12-19 age group and the 30-39 age group.

In keeping with the above trends and the growing space of FM, Red has undergone a complete makeover to ensure a distinct positioning with its listeners as well as broadbasing itself targeting the lower SECs as well.

RED’s NEW MANTRA:

The brand ‘Red’ is looking at becoming – the voice of the common man. The empathy of this thinking being, increasing the scope and breadth of the Red listeners. Red will reflect issues topical and relevant to what the ‘aam aadmi’ is confronting. To capsulate this new attitude and mindset the radio station has adopted a new slogan: ‘Bajaate Raho’.

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‘Bajaate Raho’ is Red’s new zingy attidude, which is pillared around connecting with the ‘janta’ on issues and empathizing with the masses to give them a reason to tune in to the station as ‘apni awaaz.’ Explaining the new positioning, Thomas stresses, “The ‘janta’ does not expect solutions from us and neither do we intend to provide them. Our purpose is to communicate that we are in it together. It is to do so in a tone and manner that is aggressive yet entertaining but never pontificating. It is about touching on everyday irritants. From mindless, yapping RJs at the micro level to daily miseries like water and power shortage, relationship issues, corruption in every part of life at the macro level. It is not about activism or social change or bringing down the establishment.”

The TG that Red is focussing on is broadly speaking mainstream India – the common man. Adds Thomas, “For this person, it’s not ‘India shining’ but ‘India about to shine’. These are the people affected most directly and critically by problems and issues such as bus strikes, overcharging autos, inadequate sewage, no water and electricity, eve-teasing, unhygienic surroundings etc. Their goal is to live comfortably rather than luxuriously.”

SOUNDS OF CHANGE:

Coming to content, Red has firstly struck an exclusive deal with T-series music on Red FM. The deal ensures only Red FM 93.5 is privy to the latest pop hits (Bollywood and Indipop) as soon as it hits the market, aiding sampling and sales.

Red also unveiled its new RJ – Simran with a unique contest titled ‘Heera Mujhe Mil Jaye’ contest which waas held between 18 July and 28 July on Red FM. The contest winner bagging win exclusive diamonds.

Marketing and advertising professionals have already got a taste of Red FM’s new avatar with its three day in-your-face promotion for Morning # 1 with Malishka at leading media agencies and key client offices across Mumbai. An Amitabh Bachchan look-alike and a dancer posing as Aishwarya Rai had planners and clients dancing to the season’s hit song “Kajra Re” from the film Bunty Aur Babli.

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That apart, the new Red FM surprised Mumbai women commuters by boarding the Mumbai Ladies Special train and railway stations by observing the ritual of Haldi Kumkum with about 2,000 women on the Virar-Churchgate Ladies Special on 26 August, it being the last Friday of sawan. The new spirit of Red continued with the dahi handi celebrations on air where Mumbaikars were invited to register themselves to actually come and burst handis in the Red FM 93.5 studio and win exciting prizes.

The radio station also roped in Mandira and Manav to RJ as part of an exclusive tie up with Fame Gurukul on Sony.

PROGRAMMING INITIATIVES:

Hamaara Jawab

According to Thomas, the show is essentially music programmed with science and passion. Although it may not be differentiated by genre, it is differentiated by selection.

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Red FM 93.5 primarily plays popular hits (Bollywood and Hindi pop) released in the last 10-15 years. All the music on Red FM 93.5 will be tested on the TG using patented technology that tests how much the particular focus group likes a song based on the actual radio listening experience. “We are playing their favourite songs as identified by them. We are playing their favourite songs consistently. Everytime our target listener tunes into Red FM 93.5, they are going to hear a song they like,” says a confident Thomas.

Hamaara Jawab will focus on creating the strongest morning show in the market that will keep listeners hooked through the rest of the day. Research reveals that listenership starts picking up from 7am and increases till about 10 am, gradually dipping till about 12 noon where it levels off, peaking moderately again between 6 pm and 8 pm in the evenings. The show hence will focus on ‘at home’ listening.

Adds Thomas, “Contrary to international radio listening habits, radio, in India, is an ‘at home’ medium.”

The Red Superstars

Personifying Red’s new attitude on air are a host of well known voices. Hoezay, bad Bandra boy gently and not so gently taking Mumbai’s trip on air every evening on Mumbai Local from 6 pm to 10 pm every Monday to Friday.

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Anuraag Pandey, “tamaam industry ke log” jaante hai ki Anuraag jaisa koi nahin. He’s all set to charm the ladies, dishing up the hottest gossip 11am to 2pm, Monday to Friday only on Red FM 93.5.

On Sundays, Red will present the daddy of Indian radio thrilling the fourth generation of radio listeners in India – Amin Sayani on Sundays at 8 pm. The funny man, Suresh Menon will be hosting two new shows – the tongue in cheek Junior Post Office which is strictly not meant for children and three hours of nonstop nonsense on Comedy # 1 from 2 pm to 5 pm on Saturdays.

Surendra Sharma, the noted humorist will host Sharmaji Se Poocho comprising whacky answers to some crazy questions from Monday to Friday from 5pm to 6pm.

Simran will host Morning # 1 from Monday to Saturday from 7 am- 11 am. Sachin’s Happy Hours on the other hand will be the soothing factor for taut nerves strained by Delhi’s evening rush drive on weekday evenings from Monday to Friday between 6 pm to 10 pm.

The Kolkata chapter, still trying to understand the the morning radio phenomenon will have Siddharth hosting the morning show. Rakesh and Prajna will rule the late morning slot in Kolkata with the show Jeene Ka Funda on weekdays and the letter request show Chitthi Aayi Hai on weekends.

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To sum it up, it’s a new look, a new attitude and Red is going aggressive to ensure top of mind recall with relevant yet entertaining content to ensure maximum scope and listening volume.

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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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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.

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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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