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A must-read ad & marketing book

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Mumbai: Political advertising and marketing case studies might be a bit of a bore for many. But once you pick up ‘Don’t Forget 2004 – Advertising secrets of an impossible ELECTION VICTORY’ by Jayshree M Sundar and start flipping through its pages, you can’t put it down. Written in the manner of a fast-paced diary and personal narrative, it keeps you thirsting for more, and it hardly feels like you are reading. The pages flip by so fast, and before you know it, you are at the end of the book, a lot richer in your understanding of what politicians think like,  how ad agency executives can interact with them, and what it takes to draw up a winning election strategy and brand campaign.

Jayshree should know. The senior advertising executive was heading the Delhi office of Leo Burnett India (once Chaitra Advertising founded by Walter Saldanha) when she got a call from Congress (I)’s senior leader Salman Khurshid’s office. The voice at the other end informed her that her agency was in the running to help the Congress (I) as it sought to make a comeback in the 2004 hustings at the Centre. The party had been out of power for more than a decade and a fierce opposition BJP was riding high with top media expecting it to win again by a thumping margin.

Some of us may have a recollection of the savage campaign by Saatchi & Saatchi titled “Labour is not working” which swept Margaret Thatcher’s conservatives to power in 1979. Jayshree, along with her team, took a similar tack, working against impossible deadlines for a client which had no idea about the political marketing direction it should take. What made it even more challenging was that the BJP was looking smug as hell, splurging top dollar on ads all over the nation talking about how India was shining.  

The Congress (I) mandarins provided no brief and they had limited budgets. Jayshree and her team had to come up with the communication that would position the Congress (I) right and yet show up the failures of the outgoing BJP government. Agency executives had to work and communicate with political heavyweights like Sonia Gandhi, Salman Khurshid, Ambika Soni, Jairam Ramesh, Ahmed Patel, Rahul, and Priyanka Gandhi, Motilal Vora – folks who commandeered a lot of respect, and whom they had only seen on TV.

Through the book, you find out how she and the agency’s creatives pivoted to get quick answers through cheap and cheerful primary and secondary research. That and the fact that it approached the assignment as a regular brand campaign helped it come up with a pitch presentation that was bought by the steeped-in-the-old-ways-of-working Congress (I) senior leaders. The riposte to BJP’s India Shining slogan was “Aam aadmi ko kya mila?” “Congress Ka Haath aam aadmi ke Saath” and addressed the heartlands of India, against the former which was more focused on the urban Indian. The B&W visuals featured farmers, unemployed youth, the middle class and children, women as against the BJP’s well-dressed urban Indians.

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The book details how the agency came up with the four phases of the campaign, the steps it took to maintain utmost secrecy while creating the campaign, and later when ads and TVCs were released to publications and TV channels in various languages all over the country.

Jayshree’s effort is not just all about words; she has peppered the book with advertising artwork which made it to the newspapers over the various phases of the campaign.

The Leo Burnett team’s communication and marketing strategy did work well if you recollect. Despite the BJP’s bigger advertising war chest, it and its allies managed to retain only 185 seats (1999 count 298). The Congress (I) however celebrated as it individually captured 145 seats (against 112 seats in 1999) and 220 seats (as against 135 in 1999) with its allies. It of course came to power, and the rest they say is history.

‘Don’t Forget 2004’ is a must-read for students and practitioners of marketing and advertising as well as those in the political ranks, given that there is very limited literature available on political advertising. It is rich in detailing the learnings the agency had while working on the Congress (I) campaign. Be sure to pick up a copy.

(Don’t Forget 2004- Advertising secrets of an impossible ELECTION VICTORY – Jayshree M Sundar, pp284, publisher Vitasta Publishing, Rs 495)

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You can buy it on Amazon too by clicking on this link: https://www.amazon.in/-/hi/Jayshree-M-Sundar/dp/9390961289

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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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