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Decoding Hotstuff’s quirky hit campaigns for BFSI brands

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NEW DELHI: With the digital domain growing at a magnificent pace, brands across categories are looking towards it for marketing their products. In the past year, several businesses have admitted to increasing their digital ad spends and investing more time and energy to make the most of the medium. In fact, many legacy brands have adopted a digital-first approach to reach out to their potential customers. One such category, that is continuously growing on digital platforms, be it for marketing or customer services, is the BFSI sector. 

Hotstuff CEO Arun Fernandes estimated that the BFSI sector is annually spending Rs 2,000 crore on digital advertising and is the second-largest contributor to the digital marketing industry after e-commerce. “The BFSI sector has been showing great growth on digital platforms, not just for advertising but also product development because of the growing awareness around digital media,” he noted. “That’s also because a lot of transactions are now happening digitally and even the government is spreading awareness about it. The top spenders in the category right now are SBI and HDFC, along with Kotak.” 

He added that he expects an eight to ten per cent increase in expenses by the sector on digital platforms. “The primary focus is going to be on the hybridisation of their services, followed by product development and improving the convenience for the user. Additionally, a substantial amount is going to be diverted towards educating the consumers.” 

Fernandes is willing to make the most of this vast pool of opportunities that lie in the sector with Hotstuff – a more than a two-decade-old agency known for its marcomm solutions. 

“We started with Hotstuff in the year 2000 and currently, 90-95 per cent of my business is coming from the BFSI sector. It is a growing segment, yet, we see that not many specialised agencies are there to cater to their unique needs. For example, most of the big agencies have started creating specialised wings for the healthcare sector. So, we are the only player right now in the mid-size agency category doing this work and I see great opportunities out there for us,” he shared. 

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The agency is currently planning to become the one-stop-shop for all the creative and marketing needs of the BFSI sector. “We want to position ourselves as a content-driven company that creates meaningful stories and can educate the customers on investment opportunities, help them do better in their financial and saving capabilities, and convert them into permanent customers for our clients,” Fernandes said. 

According to him, the biggest strength for Hotstuff right now is the strong domain knowledge that the entire team has, and their ability to tell impactful stories in the financial space. “We have a strong video production team that understands the conversations and the formats. Additionally, we have an incredible digital team and an activation & events team, so the clients do not have to look anywhere else.” 

While digital is the core focus of the agency, it also helps the brands leverage other ATL and BTL mediums too. In the past few months, Hotstuff has worked on many incredible projects; one of their best ones being the ICICI Prudential SIP-hop campaign. The campaign beautifully utilised the desi hip hop genre to educate the customer about SIPs. 

“Over three weeks, the radio campaign targeted listeners across seven markets, with spots on the top three stations in every city. The client limited the plan to the morning time-band only, to have a higher frequency during prime time, further amplified reach during these hours through music streaming platforms like Spotify, JioSaavn and Gaana. Over and above running regular advertisement formats, the song was also listed organically across various platforms. Besides being able to serve relevant content to a targeted audience, we were also able to rack up over 10 million complete 30 second listens, at a very effective cost per spot, in a short period,” elaborated Fernandes. 

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Another interesting campaign that came from the brand was Star Union Dai-ichi Life Insurance (SUD Life) attempting to educate people on why insurance is a prime need and induce people to inquire about insurance and the adequateness of their cover. Hotstuff worked with adman Prahlad Kakkar to recreate the sets and music of the 70s in order to position Life Insurance as the fourth basic need after Roti, Kapda Aur Makaan. The campaign that ran across television, cinema, OOH, and digital platforms received great attention. 

While the path ahead looks quite promising to Fernandes, the only immediate challenge he sees on the way is the new work-from-home system, wherein the face-to-face meetings have drastically reduced. “I feel it's easier to close the deals and get clients to know our work and team better in personal meetings. We have done just two physical meetings in the past year, that too while we were sitting six-seven feet apart from the client. I really want to change that,” he rued.  

However, he is positive that 2021 is going to be a good growth year for the agency. “We had clocked a 25 per cent growth in 2019. While 2020 did not turn out to be a good year for numbers, we definitely grew in our skills and popularity. So, I am expecting that this financial year will also bring at least 25 per cent growth for us.” 

He is quite excited about some of the projects that they are working on and is also planning to pan out the offerings. “We are also willing to take up some co-partnered media projects with our clients and I am quite excited about that too,” he signed off. 

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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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