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No Pulse, no life: Candymaker resumes conversation with consumers

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NEW DELHI: DS Group-owned Pulse Candy was introduced in 2015 and it immediately became a rage – people couldn’t get enough of the super sour, piquant taste. On most occasions, consumers preferred to buy loose candies, but in this case they were keen on purchasing the entire box. The brand grew like an addiction, so much so that it ended up achieving Rs 100 crore sales in a matter of eight months. Since then, the launch of Pulse Candy has been known as one of the biggest success stories in the hard-boiled candy category, which is currently growing at a rate of 12-16 per cent. For the record, India’s overall candy category is around Rs 6,000 crore growing at a CAGR of six to nine per cent. The brand clocked sales of nearly Rs 300 crore in the first two years.

The core idea behind the launch Pulse candy was that the makers identified a gap in the category. They found that kaccha aam was a preferred flavour among the audiences but traditionally it was consumed with spices to make it tangy. However, no other candy brand was offering this combination to the audiences and hence the brand decided to go for an innovation.

The kaccha aam-flavoured candy initially grew on the back of word-of-the mouth campaign, and after a massive increase in demand, the brand launched its first major advertising campaign. The core positioning of the brand is ‘Praan Jaaye par Pulse Na Jaaye’ that aims to poke fun and make people laugh. Over the last three years, it has released several campaigns that show slapstick situations and brings a smile to consumers’ faces in less than 30 seconds.

The initial campaign was aimed at reflecting the ‘irresistibility’ or the obsessive love people have for Pulse candy. The tag line kind of reflected that love and positioned the candy accordingly in the minds of the people.

The candymaker’s last big splash was in early 2019 when it released two films Classroom and Dangal.

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After a gap of over a year, Pulse Candy has released a TV campaign. This time, the brand has done away with actors and is using stick figure characters in the spots. The campaign has been launched with two films, titled The Husband-Wife and Recycle Bin. The stick figures are named Wifey, Hubby, Sticky and Micky.

Designed and conceptualised by Wunderman Thompson, the film aims to capture the extent to which the stick figures or the Pulse fans will go for the enticing taste of Pulse candy.

The first one captures the banter between a husband and wife; the second one is altogether a different take between two stick figure friends pulling a fast one on each other inside a computer screen. The set-up of the second film also makes you slightly nostalgic as it takes you back to the early days of Microsoft Windows with a similar screen, Recycle Bin and VLC player icons (name changed to WLC in the film).

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DS Confectionary Products joint general manager- marketing Arvind Kumar said, “The brand must keep re-inventing execution themes to retain the excitement around the proposition of Pran Jaaye Par Pulse Na Jaaye. We have done some captivating campaigns in the past and the current campaign brings in a new and exciting style of content with stick figures, to fortify the alluring magnetism of Pulse in an amusing and entertaining way.”

Wunderman Thompson executive creative director Sundeep Sehgal said, “Pulse stands for joy and uniqueness, the irresistibility of Pulse lends itself to this unique proposition. We wanted to make simple, short, and share-worthy stories and stick figures give an exciting take to our narrative.”

The campaign is amplified on the social page of the brand that commands a million-member-strong community. The brand continues to engage with its audiences via social media platforms using moment marketing, contests, videos and content formats.

Pulse Candy was initially launched as a test project in the states of Rajasthan and UP and after its success, the brand was expanded to pan-India. It has grown massively in the last four years on the back of a strong distribution network. DS Group has also taken Pulse beyond the Indian shores. The brand continues to sell it at a price point of Re 1. It competes with the likes of Parle and several other regional and national players. 

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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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