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Brands tap into kindness & empathy, as Covid takes a toll

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Mumbai: Nothing about our lives or the world we dwell in today is like what we knew it to be, till a little more than a year ago. This is perhaps a good enough incentive for brands and advertisers to adapt to the present world – Not ignore the elephant in the room and accept the irrevocable, undeniable truth of our reality today. After all, how long can the advertising world remain oblivious to the devastating changes brought by Covid-19 all around us.

Here are some brand campaigns which have chosen to take a different route as we endure a global pandemic. They have chosen to embark on the route of empathy, kindness, and most important of all, humanity:

Facebook India | More Together Hum Aaj Ek-duusre ka saath denge, toh ek behtar kal zaroor hoga. #MoreTogether

The campaign captures the grief and sense of loss many of us have gone through because of the devastation caused by Covid. However, it does not dwell on the grief for long, portraying brilliantly how a personal tragedy can transform an ordinary person into a do-gooder. While all of us watch out for the wellbeing of our loved ones, it’s only a few special ones who look out for others- not their own. It is this extraordinary message that Facebook’s latest ‘More together’ campaign brings out poignantly while also driving in the need to vaccinate oneself and the community we live in to make a safer world. The film succeeds in conveying a sense of hope and a sense of being in this together during these bleak times.

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SBI Life Insurance: SBI Life #MummyKahanHain 

The creative portrays a day in the life of a family in the new normal during the pandemic. It shows through the eyes of a child how she is initially upset to not have her working mom cater to her needs while at home, as the mother is busy working from home. For children, their mother is their sanctuary, and “#Mummy Kahan Hain” is the constant query thrown at the other members of the household if she’s missing for a moment. The heart-warming ad wonderfully depicts how during this pandemic, kids learned to adapt to ways of the new normal, and for every time that they asked #MummyKahanHain, they also realized the many hats a mother dons working from and for home. By the end, the child learns to truly understand and appreciate how a mother has an identity separate from motherhood.

Ariel’s ad of a transgender doctor Priya #MakeItPossible

Tough times never last, tough people do. Ariel’s new ad narrates the inspiring true story of Kerala’s first Transgender Doctor, V.S. Priya. Growing up in a conventional household and having lived all her life as a male, Dr. Priya took the bold and life-altering decision of embracing her feminine identity. Challenged by societal norms and stereotyped gender roles in families, she lived as a man for almost 30 years. Now, as Kerala’s first transgender doctor, she wants to be known for her work and is a beacon of hope not only for all transgendered people who want to be known for what they do but for everyone who continues to battle the odds and face impossible challenges. @Ariel India has been championing the cause of gender equality and celebrates these heroes who overcome the odds to #MakeItPossible.

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TATA Steel Apno Ke Liye Aage Badho

It’s been just over a year since the pandemic changed our lives forever. While every festival that comes around brings a semblance of warmth and cheer, we need to remember the people who have lost their loved ones to this deadly nemesis. This film by TATA Steel celebrates and pays homage to the Covid warriors- those doctors and health workers who sacrificed their lives in the larger need of humanity. It reminds their loved ones to not stop living in their absence and celebrate the indomitable human spirit that fights against all odds and keeps moving ahead. 

Ashok Leyland  #AapkiJeetHamariJeet

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One of the lessons the pandemic has taught us is the power and value of kindness of strangers. Ashok Leyland made a touching ad dripping with warmth, that shows how every celebration begins with caring and sharing. The film shows two people stuck up on a deserted road, with one of the person’s car breaks down. The video beautifully shows how sometimes it is important to rise to the occasion and go beyond one’s calling- purely in the name of humanity, empathy, and compassion. The underlying message being ‘Let us together spread positivity and goodwill.’ 

Colgate – Smiles always find a way

To sign off, here is a brilliant but simple concept by a brand that sells its product by displaying models with gorgeous smiles with the perfect set of teeth. However, in this International print ad, the brand chooses to demonstrate how truly warm smiles do not always need a perfect set of teeth. That, in fact, one can smile most warmly even by having a mask cover one’s face – the smile will find it through one’s eyes. Since the Covid-19 pandemic, face masks have become a part and parcel of our everyday lives. Gradually, we have got used to living with our smiles hidden behind a piece of cloth. But this Colgate print campaign, conceptualized by French agency VMLY&R, brilliantly conveys how you don’t need to see a smile to feel it. That a smile is more than just a curve- it’s a way of standing up and dealing with the adversities life throws at you. “Smiles always find a way”

Brands have an opportunity to shape a better, more accepting, and humane world and ads such as these hit us at a deeper level to be so. They go beyond mere advertising. And every effort accelerates a change, one step at a time. 

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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

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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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