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Digital Marketing Transformation trends bring boon for consumers

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Mumbai: Digitalisation in business has revolutionized the panorama of brands over the course of two decades and is getting increasingly popular as a worldwide trend. It is not by sheer happenstance that digital marketing is becoming progressively crucial; it substantially broadens the scope of consumers’ perceptions and purchasing behaviour, especially as companies expand accustomed to communicating with users on a worldwide scale and solving critical digital marketing obstacles. 

According to the American Marketing Association, digital marketing encompasses the majority of the operations, organizations, and procedures spurred by advanced technologies to engage, generate, and provide customer benefit. 

Digital technologies are evolving consumer behaviours as they shop exactly what and when they need it. Thanks to mobile devices, applications, machine intelligence, automation, and other technology advancements. These modern digital tools have redefined client expectations, leading to an entirely novel generation of contemporary consumers always connected, app-native, and aware of what technology may offer them. 

Global reach

Unlike traditional marketing, digital marketing and the internet traverse borders, allowing brands to reach individuals across the globe. Setting up an entire business operation overseas can be hard as well as a costly affair. However, digital marketing involves cyberspace that is accessible to people living across international boundaries. With digital transformation, even small and local businesses are able to reach potential customers with the decreased expense of buying or renting physical space, managing stock, manpower, etc. 

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Web analytics, helps brands classify the number of people visiting the site and clicking on the ad, as well as the different sources of traffic, the performance of the ad, and the ranking of the website on search engines, making it easier to track the audience’s response to a marketing campaign digitally than offline. This enables firms to easily modify existing marketing strategies or develop new ones to attract the intended demographic.

Increased brand awareness

Digital media marketing has the potential of building brands as it includes all dimensions of awareness, the principles it advocates, commitment, and overall brand image. By capitalizing on digital media and digital marketing tactics, digitally driven brands can leverage dynamic tools to boost brand awareness, attract new audiences, and establish a brand reputation with a high degree of recall value among customers banked on increased sales and profit. 

Improved customer engagement

Everything and anything that intrigues and engages customers can be improved through the integration of digital technology. For instance, a brand running a contest online or a pilot test of a new service or product. Brands can interact with customers and enable them to experience something new in addition to the possibility to win or benefit from their interaction with the brand. That is the potency of digital marketing that consumers may be found anywhere in the diverse world. The way digital marketing delivers the brand narrative has a significant influence on a user’s mindset. 

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Faster information sharing and complaint resolution

When a customer decides to purchase a product or analyze the perks of a service, they begin by searching all the business pages on the internet, including the social media channels, official website, reviewer sites, and any community organizations that may provide feedback. Some customers may even submit their concerns or complaint via digital media channels. By being proactive on every platform, brands can become competent in handling issues in a reasonable timeframe ensuring that the customers understand brand values and stay with the company for longer. This has a substantial influence on the perception of your standards of customer service. Several major and small firms use these digital platforms to settle concerns.

Business vision

Since customers are not internal people of an organization, they constantly thrive to learn about the organization’s vision and business approach. This is part of the overall brand image and is tied to their trust in the company and its products or services. Digital marketing is a wonderful instrument for keeping crystal-clear communication about the company’s vision, product releases, new growth strategies, future trajectory, and so on with the customers. It enables customers to virtually become members of the company and believe themselves to be affiliated with the firm. In some way, the consumer feels a part of the company’s overall accomplishments.

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Companies must seriously consider implementing a digital transformation strategy in today’s fast-paced and hyper-connected world society because it provides organizations with an opportunity to engage modern buyers and deliver on their preconceptions of an uninterrupted consumer experience notwithstanding the channel or location.

The author of this article is Ayatiworks founder Upendran Nandakumar. 

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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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