MAM
Ceat gears up to drive hard during the IPL20
NEW DELHI: It does not seem to be tiring of its partnership with the IPL. Leading Indian tyre maker Ceat has been associated with the world’s most valued cricket league since 2015. And it has once again gone ahead and partnered with the BCCI as a strategic time out partner. It first put its money behind the property in 2015 for three years, Then in 2018, it renewed its arrangement with the board for another five years. Ceat also forged an association with the ICC World Cup in 2019 too and adopted a digital-only strategy.
What exactly is the strategic timeout in the IPL world?
It is a two and a half minute break from the game. The bowling side can take it between the sixth and eight overs, while the batting team can call for it between the eleventh and sixteenth overs. It was introduced in 2009, when the IPL was shifted to South Africa courtesy the Indian elections. Popular Bollywood tracks play out loud on the stadium’s sound system. The cheerleaders break into a synchronized choreographed routine on the makeshfit stage in a corner of the ground, beyond the boundary rope. Spectators exit to pick up some refreshments. The players get a chance to rework their strategy and possibly sip some water. The umpires, well they simply catch their breaths. Brand commercials are played out on the large screens in various parts of the stadium. And finally a clock counts down to the start of the game after the break, giving the official strategic timeout partner amazing exposure as audiences can’t miss it.
This year, Ceat will be releasing a new campaign during the IPL targeting premium sedan users across media. “The intention is to reach a wider audience and build on our brand objectives. We intend to be present across offline as well as the digital mediums,” asserts CeatTyres CMO Amit Tolani.
“We will be targeting consumers in their context in the digital space. We continue to be aggressive in the online as well as offline mediums, given our campaign objectives. The idea is to connect with the consumers where they are present and engage with them in their language and platform of choice,” says Tolani.
It is not certain how much the brand paid for the association but media reports say that Ceat paid Rs 30 crore in the last season of IPL.
However, this year the IPL is a completely different experience, especially with no spectators in the stadium. So, how does a brand like Ceat derive ROI?
Tolani agrees that the brand will miss out in terms of ground exposure like it used to get in the past. But he is appreciative of the fact that the matches will be live on TV and on Disney+Hotstar. “The audiences will get a chance to see their favorite cricketers on screen after a long break. With the culture of work from home across the industries, we believe more people will be latched onto the screen and hence we can expect a wider reach for our brand and the messaging that we want to drive,” he shares.
He further elucidates that most of the IPL viewership is during prime time, so when a brand has an opportunity within this time slot, it is able to reach a massive audience.
This understanding of Ceat is bang on because the IPL generated an unimaginable viewership of 462 million in 2019 – bigger than any other prime time or non-prime time finite fiction, reality, or nonfiction shows across channels.
In 2019, Ceat released a campaign for one of its tyres called Milaze X3 and the IPL helped in amplifying the message of making mobility safer and smarter.
“We intend to use a similar approach again with a new premium range of our tyres. We have launched a host of our campaigns via the strategic time out association and it has always been delivering results. Along with this, we also plan a lot of digital activations, etc. to engage with our community. We intend to continue with the same rigor this year as well,” adds Tolani.
He divulges further that when a marketing campaign comes out and runs across different channels, advertisers always look for that perfect equilibrium between reach and frequency. “When you have a new campaign breaking out, you need to have a higher frequency as well to drive your communication, different channels of advertising serve different objectives. Brands have to stay true to the platform and tweak the communication according to the medium,” he explains.
It’s not as if the brand has been silent during the Covid period. Ceat released a social media campaign titled, ‘The Unsung Heroes’ which saluted truck drivers who served their nation during the difficult times and ensured timely delivery of essential goods.
Some of Ceat’s previous brand campaigns have been extremely hilarious but bang on when it comes to delivering the message. Be it the ‘Idiots’ or Mahapurush film, the focus has always been on road safety. The Mahapurush campaign focused more on the person who makes every rider/driver’s worst nightmare come true – be it the guy who runs and stops ahead of your bike without any warning, or the one who thinks his hand can stop any vehicle with just a gesture.
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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