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Coca-Cola, NBA expand global marketing partnership

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MUMBAI: The National Basketball Association (NBA) and beverage conglomerate Coca-Cola have announced a new multi-year extension of their longstanding global marketing partnership.


The continuing association will showcase Sprite through exclusive programmes designed to connect with the league’s young and passionate fan-base on a global basis.


Coca-Cola, an NBA marketing partner since 1986, has used the partnership to promote several different brands in its diverse beverage portfolio.


In 2011, for the first time Sprite will be the lead brand to be associated with the NBA around the world. Sprite, the world’s leading lemon-lime sparkling beverage, has been the Official Soft Drink of the NBA in the US since 1994.
 
In the US, Sprite will continue to engage fans through special programmes highlighting the slam dunk, including Sprite Slam Dunk at NBA All-Star and the Sprite Slam Dunk Showdown amateur slam dunk competition. Sprite also will conduct a variety of NBA-themed activities, including events, digital promotions, grassroots programmes and under-the-cap promotions to connect with NBA fans worldwide.


Coca-Cola US CMO Beatriz Perez said, “Our partnership with the NBA offers the flexibility and collaboration to create innovative marketing programs that spark the connection between Sprite and basketball fans. “Through programs like Sprite Slam Dunk, Sprite Slam Dunk Showdown and others, we’re able to communicate with people online, on television, through mobile technology, locally and at retail, so that we’re in touch with NBA fans wherever they are.”
 
NBA executive VP, global marketing partnerships Mark Tatum said, “For more than two decades, The Coca-Cola Company has been one of the NBA’s most committed and active marketing partners. Sprite is an exciting and vibrant brand that maintains a meaningful connection to the younger consumers that also make up a valuable segment of our fan-base. We look forward to working together to develop more exciting and innovative NBA experiences that will resonate with this audience around the world.”


Sprite will continue as the title partner of the highly anticipated annual Sprite Slam Dunk competition at NBA All-Star, which it has supported since 2003. Recently, Sprite and the NBA have collaborated to offer new elements that allow fans to participate in the event. Since 2008, fans have been able to vote for their favorite dunker, and in 2009 and 2010, fans were able to help choose one of the event participants .
 
Sprite also will continue to present the Sprite Slam Dunk Showdown. Inspired by the NBA All-Star event, this slam dunk competition determines the best amateur dunker in North America via a grassroots tour and online fan-participation component. The second edition of the Sprite Slam Dunk Showdown is currently underway, and the four finalists will compete for the contest title and $10,000 grand prize at NBA All-Star 2011 in Los Angeles .


Fans in the US will be able to experience both the Sprite Slam Dunk and the Sprite Slam Dunk Showdown at NBA.com/Dunk, a dedicated website that offers unique content for both the NBA and amateur Slam Dunk competitions.


Sprite will continue to highlight its NBA partnership through its global integrated marketing campaign, The Spark , which conveys the lemon-lime sparkling beverage’s ability to refresh and invigorate.


Throughout the partnership, Sprite and the NBA will collaborate in various international markets to reach NBA fans with a variety of NBA-themed events and promotions.


Advertising will appear during international telecasts of NBA games and programming in 215 countries and territories in 42 languages. In addition, Sprite will join the NBA for a series of grassroots programmes that encourage kids to play basketball in Mexico , and Africa , among others.


Coca-Cola VP Global Partnerships and Experiential Marketing Scott McCune said, “The passion for the NBA continues to grow around the world and through our global partnership we are able to create marketing programs in multiple countries such as China , where our brands and NBA basketball are both incredibly popular. We are able to create grassroots programmes in markets around the world to encourage young people to play basketball and drink Sprite. For the first time our two biggest markets for the Sprite brand, the U.S. and China , will both be activating our NBA partnership with the same brand giving us greater scale.”


Prior to extending its NBA relationship, The Coca-Cola Company reached a new multi-year marketing partnership with the Women’s National Basketball Association (WNBA) that began with the 2010 WNBA season. The partnership supported Live Positively, Coca-Cola’s effort to make a positive difference in the world. WNBA FIT Clinics were held at community parks across the US to engage youth through a variety of fitness skills and drills while stressing the importance of health and nutrition. The Coca-Cola Company also served as a Gold partner of the Inspiring Women Luncheon, an annual event that includes prominent attendees from the worlds of entertainment, sports, business, and politics.

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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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