MAM
Coca-Cola committed to ICC World Cup and Cricket
MUMBAI: For Coca-Cola, the secret ingredient has always been to be part of peoples’ lives – their moments of joy, laughter, music and celebrations. And ‘Cricket’ is amongst the most rejoicing occasions that caters to everyone and connects people across the countries. Coca-Cola celebrates the spirit and the happiness cricket brings into the lives of people and binds them under various circumstances.
This year, Coca-Cola entered into a five-year global strategic partnership with ICC to celebrate cricket. Initiated from India, the aim of the partnership is to create memorable experiences for cricket fans across the world. This partnership includes all ICC events around the world, including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20 World Cup in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023 amongst other global tournaments. The partnership has strategically aligned both ICC and Coca-Cola for the long-term by combining the strength of The Coca-Cola Company’s diversified portfolio of over 500 brands and worldwide retail reach with ICC’s unwavering focus to expand the sport’s footprint globally.
More than 100 days of innovative marketing initiatives
Stirring up the excitement for the cricket lovers, Coca-Cola rolled out two new campaigns to celebrate cricket with the fans. The campaigns were aimed at making the World Cup moments special for the consumers with the simple pleasure of drinking a Coca-Cola.
In the early stages of the game when consumers were preparing for the tournament, Coca-Cola focused on building a Stock Up Ritual. The film focused on building consumption depth around cricket viewing by encouraging fans to ‘Stock Up’ to be ‘Match Ready’. It featured Ranbir Kapoor and Paresh Rawal, who encouraged cricket lovers to be prepared in advance and stock-up Coca-Cola to relish every second of the World Cup and not miss any game-changing cricket moments.
Once the passion and emotions were running high, Coca-Cola started conveying its core idea: Be the 12th Man. The film symbolized the hopes, aspirations, anxieties of Indian fans and what their spirit could be. The campaign addressed what is there in their hearts and minds during the World Cup: The intense desire to see India win. Keeping this in mind, ‘12th Man’ campaign was built around the simple idea that, ‘To be part of the team, you don’t need to be in the team’. The film featured ace cricketers Rishabh Pant (India’s 12th man just before as he was selected in the playing 11 for IND vs ENG) and Yuvraj Singh with a voice-over by Ranbir Kapoor.
The campaigns till date has received more than 180 Mn views on television and 200 Mn views on Hotstar and were appreciated by consumers and industry experts. Furthermore, Ravinder Jadeja also posted when he joined the World Cup playing squad. Many people from different walks of like including celebrities such as Sourav Ganguly, Suniel Shetty and Paresh Rawal joined the chorus and congratulated the players.
Going Digital – ‘Phone the new moving TV’
Embracing marketing innovations in the digital world to build seamless experiences for the consumers, select moments of the match amplified before, during and after the match across social media. A first-ever customized 12th man filter has been created and more than 100 Mn consumers have interacted with innovations such as the the ‘Heart’ cheer button on Hotstar alone, which was shared Live during the game. Coca-Cola’s portfolio has garnered 770 Mn video views. 360 Mn impressions were garnered on ‘Branded Cards’ that were placed contextually during live games on Hotstar. Overall, the World Cup campaign garnered 4 billion impressions across social platforms with a reach of 70 mn till now.
The company created a line of innovations and which linked activations On-Ground and In-Ground for the consumers digitally. Special promotions were kicked-off to provide consumers an opportunity to win an all-expense paid trip to London and watch World Cup match live along with other attractive prizes. PET bottles with a unique code under the labels were launched. The company also ran contests on its own e-commerce website (Coke2Home), retail stores, cash and carry outlets, ecommerce, movie halls and kirana stores. 250 lucky customers got a chance to experience the Cricket World Cup in London. The on-pack promotion was also initiated to watch the finals in London which generated 3.9 Million entries.
Coca-Cola also made the World Cup Cricket moments special for consumers through its timely, contextual messaging. A special team was set up to create real-time contextual content, one-on-one communication with consumers and creating content for brand advocates across 21 cities in India and 6 languages.
Taking the celebrations across borders
The palpable excitement got extended to other South West Asian countries such as Bangladesh, Sri Lanka, Nepal, Bhutan and Maldives to win consumer hearts and become an essential part of the shopping basket.
In Bangladesh, consumer campaign ‘Go to England and Cheer for your team’ received 5.4 Mn responses and enabled 60 winners to visit England and cheer for the Bangladesh Cricket team. A new TVC campaign ‘England er Maati; Banglar Ghati’ – Land of England; Pride of Bangladesh focused on cultural point of view and encouraged consumers to become loyal supporters. On-ground tie-up with Bangladesh Cricket Supporters Association allowed Coke ambassadors to post content Live from the stadium. War room set up also enabled in amplifying the communications real time during the matches, leveraging influencers and social media posts.
In Sri Lanka, the consumer campaign, ‘From Cap to Cup’ ran across 50,000 retail outlets and enabled 30 winners to England to cheer for the Sri Lankan cricket team. The company also partnered with select food chains to run consumer promotions. The new World Cup TVC ‘Drink of Togetherness’ showcased how Coca-Cola is the beverage that brings fans together and encouraged them to become loyal supporters of the campaign. Coca-Cola was also the official sponsor of ICC World Cup 2019 match feed on the television. On-ground tie-up with Rupawahini channel captured Coke brand ambassadors cheering for the Sri Lankan team LIVE from the stadium. A war room was set-up to amplify real time moments during the matches, leveraging influencers and posts on Facebook and Instagram.
8 other countries activated this property, including the United Kingdom for a strong on-ground and digital activation in the hosting nation itself.
Coming Up: More Excitement During ICC Cricket World Cup Final
During the upcoming matches, Coca-Cola will continue to showcase its commitment to Cricket. It aims to reach 100 million more fans through multiple touchpoints, leveraging communities, digital & social media posts, and amplifying ‘Be the 12th Man’ on non-cricket platforms. Coca-Cola brand ambassadors and influencers will encourage people to share their stories. Furthermore, the company will capture the cricketing moments through regional Voxpops featuring 12th man stories from the heartlands of India. On Snapchat, there will be a filter with the 12th Man cap for consumers to express themselves and share their 12th man moments. 50 winners from Coca-Cola’s promotional campaigns will also feature as the brand ambassadors. It has also partnered with food aggregators to offer discounts on Coca-Cola and Cricket meals.
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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