MAM
Why do we lack animated ads despite their popularity
MUMBAI: Do you recollect the much-loved Zoozoos, the evergreen Amul girl or the crazy alien dance when they find Cadbury Chocolate on their planet? Most of us might because these are iconic animated characters that create a higher brand recall in the consumer’s mind.
Eye-catchy visuals in animated ads not only help push brand advertising but also have a 30 per cent higher engagement rate making it an essential piece for the marketing heads in order to drive more consumer engagement and conversation.
The claim to the first animated advertisement is a much-debated subject but one of the oldest recorded animated ads was named ‘Matches an Appeal’ that utilised stop-motion to illustrate a matchstick man spelling out the company’s name. Although animation in advertising dates back to as early as 1940, the phenomenon hit India only in late 90s. Brands such as Amul, Vodafone, Appy Fizz, Mortein and Red Bull, etc, are the brands that successfully used animation in ads.
Dentsu One national creative director Titus Upputuru points out that, while some great animation ads have been created in the past, there is a lack of innovation in animation for television advertising. Though, we are more advanced today, the same is not reflected in the advertising industry through animations.
Explaining that India has a long heritage of drawing and painting, Publicis India MD and chief creative officer for South Asia Bobby Pawar draws attention to technology and newer well equipped animation studios that have created animations for Hollywood blockbuster Avatar, in turn aiding the evolution of the art of animation in India.
Time still remains a major constraint while creating animated ads. Titus adds, “We don’t see a lot of animated ads because it is time consuming to create each frame and see progression of movement or any action in the frame.”
According to a recent FICCI KPMG report on the Indian media and entertainment industry, Indian animation and VFX industry grew at 16.4 per cent in 2016 and is projected to expand at a CAGR of 17.2 per cent over 2017–21 to reach a size of Rs 131.7 billion, driven by a steady 9.5 per cent growth in animation and a 25 per cent growth in the VFX segment. Although the numbers look decent, we lag behind the West when it comes to the quality of animation and seamless VFX.
Bobby Pawar suggests that, “There is a serious dearth of talent for animation directors; people who can imagine characters, write about them and have fun with them.” While lack of talent, studio-set ups, animation artists, time, and the high cost of execution remain a challenge for the industry, brands are slowly inclined to experiment.
Indiantelevision.com takes you through some of most memorable and milestone moments (ads) in the Indian ad world.
Maggi noodles, as we know now, once had flavours like Fruitti fruitti (more like Toofi Frooti) and Toffi Toffi back in 1986. Although the ad was loved by the kids, the sweet flavours did not work for the brand and were soon discontinued. Maggi hasn’t gone the animated ads way after that and decided to get celebrities instead or showcase the ‘2-minute’ cooking.
OLD MAGGI TVC:
Created by Sylvester da Cunha in 1966 to rival Polson’s butter girl, the Amul Girl which was a 2D animation character was first used in outdoor advertisement and later made her way to television ads.
OLD AMUL TVC:
AMUL TVC (2013):
The poofy-loveable white creatures, Zoozoos have been a hit ever since they were launched in 2009 during the second season of Indian Premier League. The white creatures with ballooned bodies and egg heads have been used to promote various value added services of Vodafone and remain a favourite among the viewers. Vodafone continues to leverage the popularity of Zoozoos even today.
Vodafone Zoozoos TVC:
Nestle India has experimented on an array of products from their kitty with animation and VFX in their ads, be it the singing Squirrel ad, the dancing babies ad, love birds ad for Kitkat or the Kangaroo mother ad for Nestea. The ads have helped the brand in creating higher brand recall and driving more sales.
NESTEA TVC:
Mondelez International created animated ads as early as 1980’s in the United States and other markets but the concept came to India only in 2004 when Mondelez India (then known as, Cadbury India) decided to have an animation film to promote its new product. Although Dairy Milk has always been associated with its iconic ads and the song ‘Kuch khaas hai, kya swaad hai zindagi mein,’ the brand decided to adopt a new song this time that would be a hit with their target audience (kids) for this new product (Dairy Milk 2 in 1). The ad became an instant hit and it also used the animated series to advertise another product (Dairy Milk Whoopie). In October 2016, Cadbury Dairy Milk introduced an animated alien series to promote its product with #InterstellarParty where the alien was thoroughly enticed by the chocolate. The song became an instant viral hit.
DAIRY MILK TVC (2004):
DAIRY MILK TVC (2016) :
Havmor ice creams is the latest entrant to join the bandwagon of animated ads. With an aim to create a property that reflects what Havmor stands for, the brand has launched a #MadeOfMilk campaign to grab the attention of the consumer and create a lasting impression.
HAVMOR TVC (2017) :
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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