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Bollywood producers need specialised marcom consultants

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MUMBAI: The Advertising Club Bombay’s Value Creation seminar on marketing entertainment and their growing inter-dependence gave glimpses of the future of film production in India and the gradual transformation that the process of film-making is currently undergoing. The panelists agreed that Bollywood needed marketing lessons in order to capitalise on the merchandising opportunities and in-film placements.

PNC chairman Pritish Nandy, while talking about his personal experiences in successful marketing of entertainment, mentioned that intangibles were the heart of the business. He added that the interface between filmmakers and third-party marketing/advertising agencies working together to come up with different branding opportunities was a huge opportunity.

Writer director Ashutosh Gowariker of Lagaan fame felt that films have not been able to leverage marketing or merchandising opportunities because the filmmakers didn’t manage their time well and got drawn into distribution-related routines closer to the release phase. He added that modernization has still not made such of an impact in the traditional ways of the film industry. Gowariker also seconded the view that the third-party marketing/advertising agency could take on the responsibility for informing the producers about the various possibilities for leveraging merchandising.

Pritish Nandy Communications (PNC) will make eight movies till March 2004 and 12 movies till March 2005. Nandy mentioned that more and more viewer movies will be the order of the day in 2003. He also envisaged that corporate participation in film-making will increase in the near future. He felt that corporates don’t have any special skills but could play a vital role in handling the risks better and cost-efficiencies. He added that many financers had badly burnt their fingers and movie-producers need to make choices that financers are comfortable with. Gowariker added that the corporates and third-party marketing/advertising agencies need to study the distribution network diligently.

Nandy stated that the distribution people down the line (in remote parts of India) played a very big role in the film hits and misses. He added that these distributors had an uncanny ability to ‘smell what is right’ and the money-making opportunities therein. He lamented the fact that the entire film or its details are not shown to the various rungs of the distributors. In the near future, he envisaged a situation wherein the distributors would get involved in the early stages of conceptualization of the film. Gowariker added that the scripts must be previewed and tested amongst an audience comprising of distributors and viewers.

Nandy mentioned that the only predictable thing about the film business was its innate unpredictability. He pointed out that conventional wisdom still guided and ruled scripts but it was slowly changing into a search for offbeat themes. He opined that many producers and filmmakers were struck in a time wrap, believing that they could connect with the viewers through the usage of traditional ploys. But Nandy mentioned that the society was in a state of flux. He pointed out that the viewers choices and preferences varied from villages to towns to mini-metros to metros; even within metros different pockets of viewers liked different fare. He also felt that every new film took off on an age-old theme; re-packaged the rediscovered theme by restructuring the styling; and changed the execution to touch innate sensibilities that were representative of the contemporary society. Nandy gave examples of movies such as My Fair Lady and Pretty Woman. Nandy admitted that filmmakers must initiate consumer research during the pre-release phase which would involve aspects such as “Is the movie the first choice?” and “Why would I see the movie?”. He also stated that film-goers loved a certain element of surprise and the ‘magic of discovery’. Nandy added that the Indian audiences were ready for change and “surprises” and commented that anything could work if it was well made.

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Nandy mentioned that producers must involve an outside advertising or marketing agency to obtain a different perspective and present positive criticism. He admitted that the third-party intervener wouldn’t have the same passion as the film-maker and sometimes could bring out negative aspects. Although producers and film-makers are sensitive to criticism, they must absorb the relevant rationale of the interveners as the final communication message would develop from the confluence of the views of the film makers and the interveners. Gowariker added that the marketing strategy of a film depends on the content. Gowariker opined that a definite marketing strategy for different phases of the film’s release must be clearly outlined at the conceptualization stage itself.

Nandy also mentioned that the traditional streams such as audio rights had hit a dead-end. However, the current breed of producers and filmmakers could choose and pick from a large menu of sponsorships and branding opportunities during the pre-release, release and post-release phases of each film. Gowariker added that the marketing plan should comprise of several options catering to different scenarios of a film’s fate – in case the film is hit or if it is a semi-hit or flop. Gowariker offered the example of Lagaan wherein the cricket match event between cricketers and film stars held after the film’s release evoked more interest in the film itself and led to repeat viewings. Gowariker however rued the fact that they missed out on various merchandising opportunities for Lagaan. However, he added that the filmmakers mustn’t compromise with their initial concept line. He emphasized that content can never take a backseat.

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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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