MAM
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP
MUMBAI: Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why all we’ve been hearing about in the last year is how can brands and agencies leverage the most of data and more importantly, understanding the basics of data.
Data is not restricted to using it only in advertising (for data-driven advertising), it can essentially be a very function of every brand. With all the buzz around data and using it to reach the consumer effectively and efficiently, marketers and agencies must know how to make the most of data for better ROI and consumer engagement.
Google Maps, Instagram, Facebook, Twitter, Snapchat, Google, YouTube, Netflix have all changed our world, and for good! Technology has changed the way we connect with brands and things around us. You like something, you hit a ‘heart’, something makes you furious, you reply via an angry emoji on Facebook. All this consumer behaviour is Data for marketers. And with a consumer’s likes, dislikes, hearts, tweets and browsing history available readily, a brand maps the consumer behaviour and reaches to them with targeted advertising and content. That’s why you only get a message or pop up to shop or buy your favourite pair of clothes, lipstick, car or mobile that you’ve been eyeing for long.
However, with brands being able to map your behaviour by scrutinising you and using your data, it also violates a consumer right to privacy. To address this, the Government of India is currently considering sweeping a data privacy law – Personal Data Protection Bill of 2018 , which states that privacy is a "fundamental right" under the Indian Constitution.
The bill is closely modelled after the European Union's General Data Protection Regulation (GDPR). It broadly applies to all personal data defined as any data of a person which allows direct or indirect identifiability; and envisions a regime where individual consent is the cornerstone of data-sharing. If the bill is passed, it may change the way on when, where and how much data can brands actually use.
Maybe eventually brands will have to pay their users in some form to be able to use their data in the new framework of guidelines. It could be in the form of money, virtual money, coupons or discounts.
To understand the current scenario and future of data driven marketing, in a quick chat with Indiantelevision.com, WPP country manager CVL Srinivas gave us insights about creating the balance between using data and human insights, future of advertising with data, WPP’s plan for 2019 and more. Excerpts:
The importance of data in advertising today is more than ever. How do you see the future of advertising along with data?
Data is a critical part of every business today. We have a lot more data available to us than we ever had before. Today, every business is looking at transforming itself – by smartly leveraging data, businesses can fast track their growth in numerous ways. Advertising is becoming a lot more data-led. Not just in targeting the right audience or deciding the best
medium, data is inspiring creative thinking on brands. We saw numerous examples of data-inspired creativity at our summit today. Going forward, we will see brands and agencies adapting to this new data world by rewiring their approaches. This is not to say that all the
traditional methods will go out of the window. We need as much of the marketing gut as we need data.
Having too much data can often become complex. What’s the way out?
A data strategy needs to start with a purpose. The end uses of data need to be defined. Else there is a tendency to try and boil the ocean. Like we heard from a lot of our panellists that day, that the best approach is to start small, test a few hypotheses and then scale up.
Somewhere along the way one learns what kind of data is most valuable for a particular business/brand.
While brands and agencies have a lot of rich data available today, we don’t know what to do with it. Do we still need time to get there where we understand the data and can leverage it to the best?
Most businesses are on the journey to get better at harnessing the power of data. There is no one defined method. Some of them have made more progress while others are starting off from scratch. While there is an abundance of data, what we really need is a more
balanced approach to putting it to good use. By ‘balanced’, I mean combining data points across different sources to paint a broader picture. That’s where we need to see more progress generally speaking.
Focus point for agencies and brands in 2019?
Data-centricity will be a key priority going forward, but it must go hand in hand with creativity.
Do you think brands and agencies need to take a step back, pause and say, “I think we are pushing it too much!” How can we as an industry skip being ad-blocked?
I think we will soon get to a point where most, if not all advertisers will realise the need to move from a completely push-based advertising approach to a more balanced way of engaging with their consumers. Data and technology are making it easier to identify consumer tastes and preferences more sharply. This will reduce the bombardment. On top of that, if one knows what kind of content engages the consumer, it can result in more relevant messaging being served.
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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