MAM
Debit the creator credit the poacher…
The law of credit – What might appear at first glance, to resemble an elementary accounting principle, is actually one of the primary laws of the advertising industry business. Many individuals can attribute their entire career success and tremendous economic well being to their studious adherence to this fundamental law. But for those who have never quite comprehended it, life can be as thankless as the state of Indian seamers trying to pitch it short to Shahid Afridi.
“Be wary of who you tell what – because sometimes words contain the most sought after treasures,” the Chinese voice whispered into Ram’s ears, as he experienced the express delivery of the tea cup and Chai-La, the mystical Chinese canteen tea boy, made his ritualistic ‘gyan in a tea cup’ transaction then disintegrating into an award trophy kept on the mantle piece.
Ram was locked in an intense discussion with Salienta, the new copywriter from South Mumbai, as she was called. She was doing most of the talking whilst Ram’s role was largely restricted to providing those vital few words that kept her babbling, thus captive at his table, proportionately increasing his social image in the agency. Words such as
“And then?” Ram quipped in, seeing Salienta pausing for breath, immediately switching his mind off as she resumed, looking around while maintaining eye contact with Salienta at the same time (from the servicing manual – ‘flirting while on the job’ section) Ram happened to notice Mumbles, the unusually reticent art director, gingerly making his way in their direction. Mumbles was an exceptionally quiet person and you only got a few words out of him if you happened to be standing on his bare toes with your running spikes on, and that too if all other visual forms of communication had failed.
“I want to share an idea that I’ve had” murmured Mumbles, possibly having spent the entire morning trying to select those precise words.
Salienta looked at him with resplendent scorn, she hated being interrupted. He used to be her partner on most assignments but she never really believed in speaking to him on any ideas, “I’m sure he is too basic to come up with any, let him just spend his time executing mine and maybe he will get somewhere’ was her stand on the subject.
Ram was getting pretty bored with Salienta’s monologue he needed a breather.
“Yes, Mumbles tell me,” he encouragingly said with a smile.
Mumbles felt a warm rush of confidence run through his veins. He spoke in precisely one sentence containing seven words. (Given the secretive nature of big ideas and the awards business, the editor has censored the actual idea)
When he was done the impact of his words, even given his embarrassingly hushed tone was deafening.
“Wow” was all that Ram could muster.
Salienta’s jaw had dropped with a loud thud to the floor attracting the attention of the President and Vikas (Ram’s boss) doing their usual rounds.
Both were striding towards Ram’s workstation purposefully when Salienta pulled herself together with the speed of an insurance agent landing at your door moments after you have agreed to a meeting on the phone.
“The line needs a comma in between and a full stop at the end to create a greater impact.. That way the reader can fully digest the message.” She told Mumbles in the same patronizing tone one uses with a four year old.
“What’s the matter? Any fire?” boomed the President in his enthusiastically euphonious tone, slapping Ram on the back causing him to choke on his tea.
“Salienta do you have something for us?” asked Vikas in his usual lecherous tone.
“Run along Mumbles get the layout and make the changes that I have asked you to,” crooned Salienta, waving away the poor fellow to his table to fetch the guilty layout.
“I have just hit upon this amazing idea, you must see it, Mumbles has created the layout, I had to virtually dictate it to him you know, but I still want a few minor changes being the perfectionist I am” the emphasis on ‘I’ was not lost on the group. In spoken terms it was the equivalent of bold, capital, italics and very large point size.
She then proceeded to elaborate the idea using around seventy sentences, extolling how it would connect with the consumer, why it was good for the brand, what chance it had at the awards and how winning an award would eventually help the agency.
“That’s my girl, I told you this was a bright one,” boomed the President clearly pleased that this was a very good decision that he had made.
“And we could use this creative on the Scam and Scum Times, that way we get a dirt cheap deal and we don’t even need to involve client” added Vikas, clearly wanting a piece of the action.
There were collective whoops of joy that resounded in the corridors as Mumbles stumbled back with the layout.
“I say Mumbles you should come up with stuff like Salienta does, don’t spend all you time in just executing other peoples ideas” said the President, cursorily glancing over the layout, “this fellow needs to add a little more style and panache to his work.”
“Don’t worry I will get a great looking ad out of him, you owe me lunch.”
“Sure I do, lets go. Tell me aren’t there only three credits for any awards entry. Who should they be for this ad?”
“Salienta, you and me,” interjected Vikas, “We were all primarily responsible for this happening.”
The other two agreed whole-heartedly and they instantly bonded in a ‘credits’ huddle inspired somewhat by Hyenas’ feasting on prey killed by the cheetah that was subsequently driven away by the roving pack of Hyenas.
“What about Mumbles?” asked Ram, feeling an imploring gaze from Mumbles emanate in his direction.
All the three ‘ideajackers’ burst out laughing.
“Look at him, what would he say to the media? What would he say at the acceptance speech” analyzed Vikas.
“Besides he is only executing the idea, that’s not what creativity is about,” emphasized the President mustering enough authority to silence the doubters.
“Well maybe he can just be all the more inspired considering he has to work with an award winning creative person like me every day” cooed Salienta, gently nudged away her other two accomplices from the scene of crime towards something infinitely more fulfilling – Lunch.
Ram looked at Mumbles. He was in a shocked state of silence. Much like a person who has been robbed of both his wallet and his vocal cords at the same time.
“Why don’t you tell PP?” asked Ram, referring to the handlebar mustached creative director of the agency, “He is on leave but tell him when he gets back, he is sure to take your side, he cant stand shallow people like Vikas and Salienta”
Mumbles just shook his head.
“I can’t even speak when he is around. I get too scared.” He whispered, “Besides this is the price I have to pay for the way I am.” The look of resignation on his face spoke volumes. He trudged back to his place to finish off the layout
The secretary of the President came up to Ram, cherubically cheerful as usual.
“What’s that girl Salienta’s full name? I need to type a promotion letter for her”
“Salienta Steal, surname sounding like Steel as in the metal, but in her case you would spell her surname like a verb” he instructed the secretary with a sly smile.
Ram went back to his table to put in a requisition for some award forms, as he was typing in his request, his screen flickered. And some words began to form.
“Debit the creator, credit the poacher – ignore this fundamental law of credit at your own risk” these words materialized on his screen followed with their Chinese translations. Ram glanced at his hand to find a tea cup magically appear as his speakers boomed with Chai-La’s maniacal laughter
The screen then went blank.
After stints at Lowe, Mudra and Everest the author is now with Triton as Associate Vice President Brand Services. In addition to that he is also patron saint of Juhu Beach United – a movement that celebrates obesity and the unfit ‘out of breath’ media professional of today. To join up contact vinaykanchan@hotmail.com
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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