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Digital is way forward but auxiliary for top brands: Reports (updated)

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MUMBAI / BENGALURU: Two separate studies by unrelated parties have been used in this report. Mobile internet has excellent future prospects in South East Asia, and more so in India says the Indian Digital Advertising Report 2017 (DA Report) by Cheetah Global Lab.

India has, as a country, skipped right over PC and entered the mobile internet age. Although India’s mobile internet penetration remains low, the accelerated development of its infrastructure and support from local carriers have made India one of the fastest growing internet populations in the world. 4G coverage in India continues to rise, and the rural market there has considerable potential.

India differs from markets with more mature digital ecosystems, in that traditional media, especially newspapers, have not yet been seriously challenged by digital content channels. Traditional media would continue to enjoy high popularity and profit margins. Indian newspapers; revenues have continued to grow, and newspaper is still the most effective way for advertisers to reach a great number of users.

However the DA Report says that India’s digital ad market development has been hindered by insufficient infrastructure and limited internet speed, but these factors aside, digital ads are not the main advertising channel for top-tier brands. From the data it has obtained, Cheetah Lab says that it is clear that even if brands had bigger advertising budgets, Indian advertisers would retain a preference for traditional media and the non-mobile internet. According to Cheetah Global Lab, one of the main reasons for this is that at present, the Indian ad market lacks industry standard, widely accepted performance evaluation standards. Compared to digital ads, print media and television ads can provide clearer statistics for reaches and digital ad performance is harder to determine.

In terms of the distribution of spending on digital advertising across all vertical industries, e-commerce, accounting for 19 per cent of all digital ad spending, leads the pack. FMCG comes in second with a 14 per cent share, while banking, financial services and insurance (BFSI) follow closely behind. Consumer durables, automotive, and media & entertainment are not separated by wide margins.

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When comparing vertical industries in terms of the percentage of marketing budget spent on digital advertising, e-commerce companies spend the highest percentage at 25 per cent, less than the percentage of advertising budget allocated for television advertisements (38 per cent) and print ads (28 per cent). Number two telecommunications companies allocate 22 per cent of their marketing budgets for digital advertising, followed by BFSI and media & entertainment, in which about one-fifth of advertising budgets are allocated for digital advertising. In the durable consumer goods industry, 17 per cent of advertising budgets go to digital advertising.

The major developments and conclusions of the DA Report are: In the digital age, traditional media continue to thrive in the Indian ad market; Spending on digital advertising in India will be increased in social and video; Standards for measuring ad performance, data, independent third-party verification, and visibility rates: spending on digital ads in the Indian market revolves around these keywords.

A separate report unrelated to the DA Report of Cheetah Global Labs, Indiantelevision.com found, confirms the analyses of India Mobile Video Report (a joint study by Kantar IMRB & Culture Machine) June 2017 that mobile equipment manufacturers, mobile advertisers and OTT players will be investing in mobile technologies to expand their business, explore new avenues in terms of monetisation, especially broadcasters, production units to create new content on OTT, advertisers who are ready to spend on mobile ad placements as they are exploring new opportunities in mobile marketing, where there is a surge in data traffic and addition to mobile video consumers which will open up to new avenues for digital companies.

The Mobile Video Report says further that mobile is the future as most of the data is processed through the small handheld device. Video has adopted a dual role, becoming a means of consumption and expression. There has been a rapid evolution in the way the consumer is expressing her/ his opinion. Hence the brand marketers and digital advertisers are facing distraction as there is an oversupply in data which is confusing them and depriving them from making new opportunities.

But video is future of the content marketing. The Mobile Video Report says that, mobile screen will be attracting more engagement than any other media, likely to be 37 percent higher than TV. Not only are more people turning to the mobile for entertainment, they are also watching and engaging more deeply online.

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The report unfolds that daily engagement time on mobile hovers around the four-hour mark, as per the report, it has estimated that the average time of the consumer spent on entertainment is 23 per cent in the last 9 months. And it will register a hike in data traffic from 1.4 GB in 2015 to 7 GB in 2021, which is measured in data traffic per active Smartphone.

The market will grow from Rs 1,700 million in 2016 to Rs 12,300 million in 2020. The digital video subscription market is estimated to cross 12,000 million by 2020. The OTT (over the top content) is growing rapidly; already 3 out of 10 users are across on OTT video platform.

The Mobile Video Report also suggests that 65 per cent of the video surfers on the mobile belong to non-metro towns. And while most of the users are likely to be women accounting for 30 per cent to be avid consumers of mobile video.

While the report also indicates that most of the users spend 3 hours/ week on consuming mobile video, while 90 per cent of this is spent on. It means that the 2 platforms are popular with the consumers that are YouTube and Facebook.

The other indications are, that the medium is popular across the age groups, not just the young, and over half the viewers are above the age group of 25 years. In fact India has more than 20 million avid video consumers who spend more than 22 hours a month consuming video. Mobile video consumption is not just for affluent homes, more than 40 per cent of viewers belongs to SEC C/D/E homes.

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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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