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How iProspect’s Vivek Bhargava foresaw a digital future two decades ago

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One trip to the US in 1997 was all it took for a young man’s entrepreneurial journey to begin. When this man, who was taking global trips on behalf of his family business to sell tablas and sitars, decided to sing a different tune, he was told by his father to pack his bags and get going without turning back.

Fast forward 20 years ahead to today – 2017. This Bollywood-sounding real scene is the story of Vivek Bhargava and his successful digital agency iProspect. He actualised his idea back in 1997 when he founded Communicate 2. The company joined hands with iProspect from the Dentsu Aegis Network (DAN) in 2012 where he led iProspect Communicate 2 as the founder and managing director. The company was rebranded to iProspect India at the end of 2015 and Bhargava was made CEO. In December 2016, Rubeena Singh was made CEO and he was promoted to a larger role as CEO of DAN Performance Group.

Indiantelevision.com spoke to the man who took a leap of faith in 1997 and the newly appointed CEO, Rubeena Singh where Bhargava speaks at length about his journey, challenges in the digital environment, talent retention and much more. Excerpts:

How did the iProspect journey begin for you? And how did you pick digital as the medium?

Bhargava: When one speaks of 20 years, it makes me feel really old but it has been a great journey. I come from a conventional family that sells tablas and sitars. It is called Bhargava’s Musik that was started in the year 1944. As kids, we used to go abroad for trade fairs once in every two to three months and that is where the seed of communication was sowed into our minds. What we noticed was that western countries were using technologies for marketing communication and advertising, which we didn’t see here in India. By the time I was an adult, I decided to quit my family business and start my own venture as I wanted India to make a mark in digital communication. When I gathered courage to tell my father about my decision, in an ominous tone he told me that if I quit the family business, I can never join that again. Today when I look back, I am glad I took that decision because when I went through tough times during these last 20 years, what kept me going were my father’s words.

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You decided to sell off Communicate 2 to Dentsu Aegis Network (DAN). Why did you take that route? 

Bhargava: As an independent agency, you’re restricted in doing things. When you want to grow to a certain size to work with bigger clients and you want access to bigger technologies, you have to take the plunge and look for a bigger agency to partner with. The biggest challenge I faced in my career before joining DAN was talent attraction and that problem was solved to a great extent.

What are the perks of working with a full service agency? 

Bhargava: The most amazing thing about DAN is that it retains 70 per cent of entrepreneurs after the earn process (acquisition) is over, whereas that ratio is only 20 to 30 per cent in other networks. DAN gives you complete freedom, they let you have your individuality and let you run the company. They also give you the ability to approach anybody in the network to help out and we have one P&L (statement) per country and that truly creates the feeling of ‘One DAN’.

We haven’t seen any major structural changes in your organisation which is a common practice in almost all networks and agencies today. Why is that?

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Singh: iProspect has a high-performing team and so we don’t believe in making major structural changes. We’ve just built on what we already have. We’ve launched new products and carved out new roles for people, but, on a larger level, we are trying to automate a lot of repetitive work. We are upscaling our people to spend more time thinking and looking at data in order to help clients out with their problems and offer solutions rather than doing mundane desk labour.

How challenging is it for agencies to retain clients in today’s time? What do agencies need to do to ensure client retention?

Bhargava: If agencies continue to deliver value and you are authentic about your capabilities, you can retain clients for a longer period. Usually, clients tend to move on because agencies are not solving the real problem, and it’s always about achieving a price or delivering a service. As my father would say to me, “Taking interest in client’s brand and taking interest in team members is the only way an agency will grow.”

Singh: It is really important to look at both sides of the spectrum. We have been fortunate enough to work with clients that have been with us for over 10 years and we have been able to grow them and that comes from the mindset of ‘client first’. We believe in evolving our products and services in line with clients’ needs.

Clients usually have high expectations from an agency but they keep their pockets zipped. How challenging does it become to deliver the product?

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Bhargava: We have always charged premium amount in the market. A client once refused to do business with us because he said that they couldn’t afford us. To that my reply was, ‘The problem is not that we are expensive, but that we are proud of it.’ We believe that since we charge more, we are able to deliver more value to their brand. I’ve seen a lot of agencies that started up around the same time as I did and had to wind up because they reducing rates which led to inferior talent coming on board leading to inferior output. Of course, clients left. For an agency to deliver the best output, it is very important that it prices right and does not succumb to client-satiating tactics.

How do you ensure you meet your yearly targets? 

Bhargava: We have always been very honest with our clients and given them honest reviews because we believe in setting realistic expectations and being on their side of the table. A lot of times agencies tend to take care of their self-interest and give different advice to clients and when numbers aren’t as promised, clients will move away.

How different is the Indian media industry as compared to the West?

Bhargava: Western agencies charge for every single planner. For instance, if a client is meeting an agency where six prominent people from the agencies are present in the meeting, they charge $6000 for that meeting as they believe every minute of a media planner is worth that kind of money. That is not the case in India, as here we believe in spending hours trying to solve the client’s problem and ensuring that they leave happy after the meeting. Here, it is about understanding and building a rapport with them. In India, things are less technology led but solution led. Most of the clients in the west are very precise about what they want but here it is more about solving the client’s problem where we may end up working twice as hard than what we expected but you hope that the client will take care of you.

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You’ve seen India transition and adopt technology along with digital in these 20 years. How would you say has digital evolved over the years in the Indian context? 

Bhargava: It took 14 years for digital to come in India and as a digital agency, we have been a witness to that evolution. Earlier, no brand wanted to include digital in their marketing budget and advertising. Today, almost every brand spends around 15-20 per cent of the advertising budget on digital. Today, it is playing the role of a catalyst and it’s not limited to advertising. We are living in a digital age today as compared to doing just digital advertising. In future, people are going to stop seeing digital as digital but it will only be known as advertising just as today we don’t say, ‘cellular phone’ but we just say phone. In future, the word digital will be dropped out.

What does the industry need to do to attract more talent and to ensure talent retention?

Bhargava: Truth be told, the salary of a person working for a digital agency as opposed to someone working in a conventional media agency will be twice as high. Hopefully, some would be motivated by money, so if they want to earn more money, digital is the best option. It will be one of the highest paid jobs in just a few years from now.

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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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