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Covid2019 might push traditional advertising towards negative growth

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NEW DELHI: The world economy has been brought to its knees by a medical crisis called COVID-19. The pandemic has battered the situation for even the most developed nations, and India, which was already dealing with a bruised economy for the past few quarters has found itself in a bigger soup. The ongoing lockdown has desisted liquidity across industries translating into a tough time for the media and advertising world, which has slowed down the business greatly mid-March onwards.

DAN India CEO Anand Bhadkamkar tells Indiantelevision.com, “The pandemic has impacted the entire economy and the effects of it are being felt across all businesses. Manufacturing and other core businesses have been affected the most. People have stopped interacting in physical spaces. They are not moving out of their homes. Consequently, the entire economic activity has slowed down considerably. Advertising and communications tend to fuel the growth of commerce massively, thereby, accelerating its growth forward. Now, given that commerce has been badly hit, advertising is suffering equally.”

DDB Mudra Group CEO and MD Aditya Kanthy shares that advertising reflects and shapes the economy and there has been a slump in the work opportunities because of the situation. “The demand side problems are obvious. Even in categories where there is demand, there are huge supply-side/ supply chain and distribution issues. Liquidity and credit is a challenge. Advertising is dependent on all of these factors. The industry depends on marketers who have the appetite and the means to invest. That is compromised in the current market scenario. It cannot operate in isolation.”

While there has been a great surge in media consumption, both on digital and television, it is not resulting in ad monies for the platforms, given the market uncertainty. As per BARC-Nielsen data, weekly viewing minutes in week 15 of 2020, starting 11 April, grew by 40 per cent to reach 1,239 billion, as compared to 887 billion during the time period between 11 and 31 January, however, the number of advertisers dropped to 1,021, as compared to 1,378.

If Madison Media and OOH group CEO Vikram Sakhuja is to be believed, the advertising growth, which was pinned by his firm at around 10 per cent at the beginning of the year,  will take a big hit in this calendar year. “We were expecting around a six per cent growth for traditional and around 28-30 per cent for digital media. However, looking at the current scenario, traditional media might observe a negative growth, while digital will also shrink considerably. We will be lucky if we can see a 1-2 per cent growth this year.”

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He elaborates, “The January-March quarter was already difficult for TV because of the NTO-2.0 and the second quarter is hit by COVID impact. Third-quarter might see a rise if we have a good Diwali season but it will depend largely on the market sentiments then.”

Bhadkamkar notes, “We were hoping that advertising spends would grow by 10-10.5 per cent in 2020 as per industry estimates. Now, however, this growth is expected to be half of that. And, if the impact continues, the ill-effects would be much larger on the calendar year.”

“The first quarter has been severely impacted, and recovery might start after h2. Q3 should return with recovery but again, that is only an assumption at the current stage and depends on how COVID 19 situation improves. Certain economists are predicting that the GDP growth (that was estimated at about 4.5 per cent) by May dip up to 1.5-1.9 per cent. If that happens, we will be slipping down by more than half almost. We just have to wait and watch how things pan out. For now, everything seems very tricky. However, from a long term perspective, the outlook for India is definitely positive, once the country starts getting out of COVID 19 downturn.”

The industry insiders are hoping for some relief and support from the Indian government to pad the losses advertising industry is facing. Recently, AAAI chairman Ashish Bhasin had written to union minister of information & broadcasting Prakash Javadekar detailing a set of recommendations to support the industry.

Bhadkamkar supports the decision as he says, “The government intervention is necessary for the current situation because the pandemic has affected the advertising industry severely. The letter stresses on how the Government can help in providing the stimulus to the advertising industry and not for any add-on benefits or expecting any specific fiscal measures. At present, the liquidity is getting tighter and there is a lot of slackness in the market. Hence, we need to protect the businesses by providing more liquidity as well.”

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He adds, “Right now, what is needed, is to protect the entire ecosystem because as an industry, advertising generates a lot of employment and more importantly acts as a catalyst for the growth of businesses. In my view, the letter is trying to address this and seek action towards this more so in this immediate period. Once, this lock-down ends and hopefully, we get ahead of the COVID-19 challenge at the earliest, things will come back to normal. But till then, the industry would need that additional support.”

Kanthy also believes that the government will have to extend support to the whole ecosystem. “The government’s intervention in all parts of the economy is necessary at this time, whether it is on the stimulus or on the tax side. There is a need to put some extra cash in the hands of consumers as well to stimulate some demand. From an industry perspective, it will help us in access to liquidity and credit.”

Sakhuja adds, “Government support will be really helpful right now so that brands treat advertising as an investment. Also, the government owes a lot of money to media and advertising companies. They need to pay that back as well.”

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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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