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Data and creativity go hand-in-hand to create brand success

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MUMBAI: Even though artificial intelligence and machine learning are driving the course of content, much still relies on quality of content despite the world’s best technologies backing it. Nothing can beat good, relatable, and entertaining content, which rides on the back of data, to reach out to the masses, creating a data-inspired environment of work.

This was the crux of the “Understanding the audience: Data & tech in content creation (Brandfilm breakthrough)” session at the recently concluded Indiantelevision.com BrandVid 2019. The session, moderated by Qyuki Digital Media co-founder and managing director Samir Bangara, had Prime Focus Technologies vice president creative services Bhaskar Sitholey, Shemaroo head of marketing Rahul Mishra, BYJUS App marketing head Atit Mehta Logicserve Digital co-founder and CEO Prasad Shejale, JioGenNext VP group alliances and mentor Mohit Kapoor, and VDO.ai co-founder Arijit Sachdeva discussing the role of data in branded content creation and if the process is data-inspired or data-driven.

The panelists agreed that a whole of lot of data inspection comes into play in the creation of content today, but what matters the most is the impact the final piece of craft has on the audience. The only dissenting voice was of Sachdeva who quipped that VDO.ai being a young company doesn’t have the leverage to be data-inspired and is instead data-driven.

Sachdeva said, “We are serving approximately 5 billion ads in a month and we have achieved this scale within a time span of just approximately one and a half year. I do not have the experience of 25 years to say that we are data-inspired.”

Sitholey shared, “Data can definitely give you a better understanding of what your audience is doing or what they want. But what you craft out, depending on the interpretation of that audience needs, is what is really going to move the needle or not.” He also added that the world is heading to two-way content driven by interactivity.

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Kapoor vouched for a combination of the both as he said, “We will take it a level ahead. We call it ‘data everything’. The magic we have been seeing at Jio is when all the ‘C’ start working together, i.e., commerce, community, content, and connect.”

He further shared an example of Snickers, “In China, Alibaba team shared an insight with Snickers that people who are buying Snickers are also purchasing a lot of spicy stuff and bingo! Snickers went on to launch a spicy bar, which is the first one in the world and is a resounding success. That is what data delivers.”

Shejale shared similar thoughts as he said, “I think there are types of role like creative technologist, wherein it is a combination of both (data and creativity). Imagine if a creative person is fed with the right data, it could be really doing wonders.”

Speaking about the metrics that creators use to inspire their content, Mishra noted that currently the industry relies on broader level metrics that are not capturing emotions. Citing the example of his organisation he mentioned that it is trying and tracking tactical opportunities of content creation in terms of what is trending.

Sachdeva added that advertisers of today are looking for two fundamental metrics. “One is the number of completed views and the other thing that matters is the view-ability of ad placements.”

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The panel focused on the need to strike a balance between the right amount of data and creativity to meet these metrics and create content that can strike an emotional chord with the consumers.

Mehta quipped, “Content has to be entertaining. I don’t know whether creativity will lead to entertainment or whether data will lead to entertainment. You can do whatever you want as long as it is entertaining content it will work. Now whether data has given you that understanding or it is happening because of your creative mind is inconsequential.”

Bangara culminated the session by pointing out that data is important because it is predictable and dependable while creativity is not. It thus helps in ensuring that the money is being put in the right places. He said, “You have to do a CYA to clear 100 per cent of your spends but at the same time you go to the best director, best scriptwriter to write a really amazing story. Data is dependable and creativity, unfortunately, is not. It is hard to draw the distinction between the two. They will always be hand in hand.”

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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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