MAM
Ariel releases #ShareTheLoad video on International ASMR Day
MUMBAI: On this International ASMR Day, Ariel India is giving men yet another reason to #ShareTheLoad of domestic tasks, and giving women a way to relax, stay calm and sleep better!
The unequal division of domestic chores has been a reality for generations. Even today, 71 per cent women sleep less than their husbands due to this inequality.
Ariel’s latest ShareTheLoad movement- #ShareTheLoad for Equal Sleep is all about impact and action. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. Taking the conversation further and in context of the current times, today on International ASMR Day, Ariel collaborated with American ASMR youtuber and artist GIBI ASMR to curate a #ShareTheLoad ASMR. This ASMR video is a depiction of a husband doing the laundry, the sound of which is calming for the women! Nothing is more blissful for women than the sound of some household chores being done by men and being done well! When women are assured that the household chores are being taken care of, they can relax and sleep better.
The video is of six minutes and teaches men to take up task like laundry as it is the easiest task to get started with. The Ariel #ShareTheLoad ASMR video teaches men the simple step of laundry. It serves two purposes- Men learning how to do laundry and the therapeutic and soothing sound of the chore when partners take up laundry that can help women relax or sleep better.
ASMR stands for "Autonomous Sensory Meridian Response”. It is the term for the strange, tingly sensation people get when they watch stimulating videos that could help them relax and can even cause them to fall asleep. Such videos are very popular globally and are deemed very helpful in calming down anxiety. Gibi, who has around 2.53 million subscribers on YouTube, is globally renowned for her variety of ASMR videos.
Ariel’s ASMR video in partnership with Gibi is calming and relaxing. Working from Home is enabling families to bond better and spend quality time together. Ariel’s ShareTheLoad campaign has an uncanny resemblance to the current scenario and harps on the need for equal household for happier homes.
Elated with the first of its kind laundry ASMR, P&G India and head fabric care Indian subcontinent CMO Sharat Verma said, “Ariel’s ShareTheLoad movement, which started five years back, has been sparking conversations to promote gender equality in the household by propagating the equal distribution of household chores. The message is more relevant now than ever …when the home is also an office, school and playground. Research tells us that households where partners share the load, make happier homes. It’s important that women get equal rest and sleep. Gibi’s ASMR video aims to help more and more women unwind using relaxing sounds and sights while inspiring more men to #ShareTheLoad.”
About the Ariel #ShareTheLoad ASMR, GIBI said, “Sleep can continuously be pushed down the list of people's priorities, even when it's so important to let your body rest and recover. When we compromise sleep, rest, and relaxation because of such a societal pressure to get everything done on our own, it can wear down on us not only physically, but mentally as well. I was touched by the Ariel #ShareTheLoad campaign because it's a message that I believe doesn't get looked at enough. I know how important it is in my own household that my partner and I share the load for our own mental health, and I hope this message reaches families and partnerships in India and beyond! There truly is nothing more relaxing than knowing that your partner or your family has your back — that even though there's work to be done, you can get it done together; it doesn't always have to be just you. So, my beautiful ladies in India, this one's for you! Let's sit back, relax, and let your partners take up the laundry for a change while you enjoy this ASMR video!"
Link to the video- https://youtu.be/J01nO_rYpMw
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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