MAM
Crypto platforms ramp up ad spends this festive season
Mumbai: As the market pins its hope on the festive season for a hike in sales, the crypto exchange platforms too aren’t lagging behind in wooing users to invest in the digital asset class. In an evident change from last year when the platforms were cautious and muted in their approach, they are all set to make the most of the opportunity this year, with an increase in ad-spend across all media.
Apart from the digital, crypto brands are also opting for mass mediums such as TV and print as they plan an advertising salvo. The fledgling industry is trying to mark a dent in the market with promotions and marketing activities involving audio-visual podcasts and even full front-page displays in leading dailies.
One such platform, which has been investing heavily in print is CoinSwitch Kuber, which claims to have onboarded as many as 10 million users already. The brand has come out with full front-page ads in leading newspapers in the last few days. “Print is always a viable medium. While digital media enables us to target a certain set of audiences, print has the accessibility to the most basic audience group which finds credibility in the print news,” said CoinSwitch Kuber chief business officer Sharan Nair.
The brand is also constantly connecting and engaging with local newspapers, media, and prominent ‘finfluencers’ (finance-influencers) on social media platforms to reach its target set.
“Traditional media can make audiences search and engage with them on the website, while digital media through apps can be used to continue re-targeting the interested segment,” said Havas Media India managing partner – South Saurabh Jain, highlighting that crypto platforms need to focus on “building the top of the funnel first” to attract new retail investors since the penetration of this category is currently low. Jain recommends a 65 per cent spend on traditional media and 35 per cent on digital display plus programmatic spends in this phase, as the threshold costs associated with traditional media remains high.
A recent study by Havas Media Group India also highlighted how print remains one of the most trusted mediums to influence brand perceptions on critical factors like quality, price, and trust, despite the short-term interrupted circulations and de-growth of newspapers during the initial wave of the Covid-19 pandemic.
“Especially for new-age categories like crypto exchanges who are in their next phase of growth in India, it becomes even more crucial to target beyond the early adopters of this digital world by associating with traditional mediums like television and print,” added Jain. “Building trust will be key as a lot of uncertainty and risk has been associated with cryptos in the past. So, print will definitely be a viable medium to build credibility and trust.”
CoinSwitch Kuber is also planning to reach the audiences via emerging OTT platforms. It has already been working with Amazon Prime Video, and SonyLIV, and has partnered with Disney+ Hotstar for the current edition of the Indian Premier League (IPL) which resumed on Sunday. “Considering the huge traction we witnessed after the last IPL campaign, we are looking to promote crypto assets through upcoming sports events as it perfectly captures our target group, which is – upwardly, young and tech savvy-mobile Indians,” added the CoinSwitch Kuber chief business officer.
On the other hand, crypto trading platform Mudrex is completely targeting digital. The focus of the brand’s marketing campaigns for the coming months is primarily through influencers and creators on different platforms across the social spectrum.
“We believe the demographics of the investors and traders in the crypto market are such that the digital medium is best able to reach the target audience,” said CEO and co-founder Edul Patel. “At Mudrex, we usually associate with influencers who have a deep interest in cryptocurrencies and believe in the idea of smart investing and trading in the crypto market.”
Cryptocurrencies have gained traction over the past few months, and the subsequent interest from the investor sentiment, leading to rising trading volumes despite the regulatory uncertainty. As the brands try to cash in on this crypto gold rush ahead of festivals, there is also a need, however, to create more awareness and to share knowledge on the finer aspects of the virtual currency. And that is what CoinDCX is aiming at, through ‘DCX learn’ during the festive season.
“We have always tried to find fresh ways to entice and educate new investors through our marketing efforts. One of our main objectives is to raise awareness about the cryptocurrency business and urge Indians to consider it as a viable investment option,” said CoinDCX head of brand and communication Ramalingam Subramanian.
The brand has recently come out with a campaign #BitcoinLiyaKya, which was in line with its direction of raising investor awareness and CoinDCX plans to build on that. “We are offering coupon codes of Rs 100 worth of bitcoins to everyone who signs on the exchange for the first time to raise curiosity among prospective new users. This encourages them to learn more about crypto, and interests them to enter the space,” explained Subramaniam adding that the brand is also looking to form new brand alliances to enable the users.
According to the crypto platforms, the interest in dealing in the new asset class is definitely increasing among Indians.
To put it in perspective, India today ranks second in terms of crypto adoption worldwide, ahead of countries such as the US, UK, and China, according to the 2021 Global Crypto Adoption Index by blockchain data platform Chainalysis. This is chiefly led by crypto adoption in the smaller towns of India. Currently, active crypto users in the country are around 15 million with the number of blockchain startups going up to over 300 in the current year.
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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