MAM
How brands celebrated #2020WaliDiwali on Twitter
NEW DELHI: Every festive season, as people prepare to splurge, brands leave no stone unturned to position themselves in the front line of their consumers’ view. Twitter – given its conversational nature, diverse reach, and ability to seamlessly connect brands with the right audiences – sees a number of brands go all out with their communication efforts to keep their consumers engaged and the brand’s presence felt.
Brands use Twitter to establish their identity, connect and engage with their audiences, provide customer support services, and even launch new products. Brands become a part of culture on Twitter as consumers on the service are constantly redefining relationships with each other and brands at any given time.
With #Diwali2020 inspiring an array of emotions in all of us, brands on Twitter struck a chord with consumers over a number of themes; some humane and some fun. This year, as digital emerged as the go-to medium for both brands and consumers, Twitter gave brands a stronger reason and opportunity to connect with their audiences virtually. Responding to the call, brands from across sectors such as OTT, e-commerce, OEM, etc., rolled out meaningful and engaging content to connect with their audiences on the service. Here’s a look at what brands on Twitter had to say this #2020WaliDiwali:
Inspiring people to be kind and generous
The uncertainties of this year led people to be thankful for their blessings. Subsequently, many instances of people coming together to help each other surfaced this year. In line with this sentiment, several brands encouraged people to be kind, and continue providing their support to those who need it.
Amazon India’s #DeliverThanks campaign, which used a Twitter conversation card to prompt audience to express gratitude towards everyone working behind the scenes, Vivo’s #SmileWalaDiya contest, asking people to ‘light up lives by bringing smiles to people’s faces’, Oppo’s video story of two little friends’ Diwali being brightened by their tutor, which was a heartwarming reminder to #BeTheLight in people’s lives, and Zomato’s #JabDilKare, aimed at granting some of people’s most heartfelt wishes through their @FeedingIndia project, were all testimonies to the goodness people carry within.
This festive season, for every tweet you do using #DeliverThanks Amazon will donate a Covid safety kit to a kid for a better future. #Amazon
— Amazon India (@amazonIN) November 9, 2020
Two little munchkins, a wise tutor and a little sparkle that added a big twinkle in everyone’s eyes! This Diwali, #BeTheLight to spread the light with #OPPOF17Pro Diwali Edition and catch this adorable tale of joy and celebration!
Know More: https://t.co/4FxhytYCQC pic.twitter.com/fds6rbA2lP— OPPO India (@oppomobileindia) October 19, 2020
We are overwhelmed by all the wishes (except the ones asking for a stake in zomato)
We'll soon reach out to those who made the most heartfelt ones
It was very heartwarming to see so many wishes to feed the underserved. @FeedingIndia is trying to make them come true
— zomato (@zomato) November 13, 2020
Finding comfort in family and togetherness
Festivals like Diwali are the best times, and for some, the only times, when they get to come together with their family and friends to have fun, reminisce about the good gone days and make new memories.
This year, as many people could not spend Diwali with their families, Coca-Cola nudged its audience to welcome new relationships into their lives with #DiwaliWithCoke. VolkswagenIndia, by #DeliveringHappiness, also tickled the familial sentiments in people with a video that spoke about the importance of family on all occasions – whether its Diwali, or welcoming one’s first car.
Iss Diwali, Jalao rishton ke naye diye. #DiwaliWithCoke
Buy now – https://t.co/CSsdqWFsWR pic.twitter.com/PeAXcZd6ph
— Coca-Cola India (@CocaCola_Ind) October 18, 2020
Happiness is often a two-way street.
This Diwali, share the light.#DeliveringHappiness #HappyDiwali #Diwali2020 pic.twitter.com/FeBHIYK2V9— Volkswagen India (@volkswagenindia) November 12, 2020
Reinstating the spirit of unity
Among many other things, festivals also bring out the diversity of India. As people gather in celebration, all differences of religion and rituals fade into the lights of festive cheer.
OnePlus celebrated Diwali with glimpses of celebrations in different cities across the country shot on the #OnePlus8T5G and showcasing the various colours of India. Morris Garages India’s #SoundsOfIndia, through an audio Tweet, encouraged people to recreate the MG Anthem with an Indian touch.
Even in the darkest of times, light finds a way!
Join us as we explore Diwali celebrations in different cities and revel in the festive spirit of India with our #OnePlus8T5G#ShotonOnePlus8T5G #ShotonOnePlus#Diwali pic.twitter.com/ZK8HEM9O48— OnePlus India (@OnePlus_IN) November 12, 2020
The many #SoundsOfIndia make every melody beautiful. Like this one. Here’s your chance to recreate the MG Anthem. Share your rendition with us! @songdewnetwork
Send in your entries now: https://t.co/5FK6oQjEj9 pic.twitter.com/NKiRPGYCs0— Morris Garages India (@MGMotorIn) November 12, 2020
What’s Diwali without some fun and entertainment?
Sure, family and gifts are important for celebrations, but where’s the fun without some entertainment? To top the festivities with some chill time, Netflix India, as part of its #NetflixMatchMaker campaign, served up festive film recommendations for those planning on ending Diwali day with a movie night. Disney+ Hotstar VIP also invited people to celebrate Diwali with the recently released #Laxmii, wishing them prosperity with #YehDiwaliLaxmiiWali.
Brighten up your Diwali with the perfect film!
Reply with #NetflixMatchMaker and an emoji and we'll send a suggestion your way! pic.twitter.com/zNvYuG7KiH— Netflix India (@NetflixIndia) November 12, 2020
Lo barasne aa rahi hai #Laxmii aap sab ke ghar, 9th Nov se only on @DisneyplusHSVIP#YehDiwaliLaxmiiWali@akshaykumar @advani_kiara @offl_Lawrence @Shabinaa_Ent @tusshkapoor @foxstarhindi #CapeOfGoodFilms #ShabinaaEntertainment #TussharEntertainmentHouse @ZeeMusicCompany pic.twitter.com/5qGau0938C
— Disney+HotstarVIP (@DisneyplusHSVIP) November 7, 2020
Shopping and Gifting: It is the season to shop till you drop
No Diwali is complete without at least a little bit of shopping and oh, the gifts that we all look forward to. The festivities get everyone to lighten their pockets and wallets, and brands only add to the momentum with festive offers. While HSBC India and HDFC bank lured customers via attractive discounts, Havells India’s #GharWaliDiwali and SBI Card’s #ApnepanKaEhsaas used Conversation Cards to get people Tweeting about the gifts they were planning to exchange this season.
Bring in the festive season with state-of-the-art gadgets and home appliances. Visit https://t.co/iK7qsBd6EM so that you don’t miss out these amazing festive offers on electronics with HSBC @Visa Credit Cards.#CelebrateBeyondBoundaries pic.twitter.com/FJgXY5qtD3
— HSBC India (@HSBC_IN) November 12, 2020
#ContestAlert
Presenting the #LoveforGifting contest! Tell us what you’re doing to show #ApnepanKaEhsaas to your driver, help or guard & both of you can win a ₹3,000 Amazon voucher each!To participate, follow us on @sbicard_connect, click on the button below & type your entry!
— SBI Card (@SBICard_Connect) November 7, 2020
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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