MAM
Discussion around FIFA should not be just about viewership: Mallikarjun Das
MUMBAI: With ever changing media dynamics, consumption patterns have been fluctuating too. Media fragmentation is a concern that media planners need to deal with more care. Thereby, what comes as a challenge to a planner is when brands want to collaborate with large scale properties such as an IPL or FIFA World Cup.
As second screens play an integral role in a viewer’s life, catering to them uniquely also comes as a strategic challenge to media planners.
In conversation with indiantelevisiom.com, Starcom Media Vest Group (SVG) India CEO Mallikarjun Das elaborates his views on evolving aspects in media planning, changing viewership patterns of a large scale property like FIFA World Cup, SVG’s away ahead and much more.
Excerpts…
Understanding that there is media fragmentation in India what are the key challenges that come on the way of media planning?
Media fragmentation has been around for sometime. It is nothing new. The challenge is integrating multiple sources of data and using a judicious mix of rationality and intuition in making choices. Increasingly one sees that media planning in the traditional media has become a gut-feel driven game. There has been measurement currency devaluation. Too many voices have jumped in to put down the currency be it TV or print, instead of working around the limitations.
On the digital side, we know that reach is increasing but there are challenges of measurement and proof of performance to surmount. All in all, these are great challenges, and we would rather have these problems to surmount than otherwise!
Do you think that clients in India are taking steps when it comes to experimenting with innovations and new media tools?
Experimenting has always been there but sometimes experimentation can be an enemy and a limitation. For instance, take digital. For too long, FMCG clients have treated it as a medium for experimentation and innovation instead of it being ‘business as usual’. This itself is one of the reasons for the slow digital transition amongst TV heavy clients. Yes, experimentation is important but unless one builds proof-points in the organisation and scales up, it remains in the cute realm.
What are the best practices in India that the rest of the world could benefit from?
India has vibrant media market place. Look at the choices that exist for a media planner to optimise – both within a medium and across media. In fact, a problem-seeking mind should treat this as the best possible epoch to be a media planner. However, I would rather talk about what India should learn from rest of the world.
The media planning community needs to optimise – cut and trim the fat that often rests in traditional, habit driven choices we make in media plans. Data has to be at the heart of decision-making. I do not think this is the case. Too much of money is wasted in low leverage gut-based decisions. Specifically, we need to be accelerating the digital transition – a focus on TV and print optimisation, video neutral planning, and measurement metrics are what we need to learn from rest of the world. See China for instance – Starcom Media Vest has seen several FMCG clients there who have transitioned from less than 5 per cent to 25 per cent of their ad spending going to digital on the back of those three things.
Since the FIFA fever has hit the world, how do you think the viewership patterns will look for a property of this scale?
FIFA will garner substantial viewership in SEC AB as well as amongst the 15- 34 age groups. There will be certain pockets of the country where the viewership will be universal. There is no doubt that the millennial would be on FIFA.
An index that could give one a sense of the popularity is the ‘Share of Voice’ that FIFA related content has on Facebook. Given that the reach of Facebook in India is in excess of 100 million, the volume of conversation around football would give a pretty good indication of its popularity. My hunch is that the number will be very high.
As far as ratings are concerned that number might not be very high – driven by the fact that niche phenomenon will not be captured precisely and the timing of the matches. Hence a discussion around FIFA should not be just about viewership. For a brand to maximise mileage from a property like this, going on multiple media platforms is critical.
Which brands according to you have collaborated with FIFA?
In fact, I find this a bit disappointing. FIFA is an awesome platform for many Indian brands to build on their equities of youthfulness and being international. Barring a few conventional associations, I have not seen anything that is mind-boggling.
How has the business been in the H1 of 2014 for SVG?
Business has been good in a slow, cautious environment. H1 2014 has been sluggish in terms of ad-spends. The economy had slowed down to a GDP growth of 4.7 per cent. The rate of growth consumption demand too had slowed down. This has reflected in a cautious worldview amongst marketers toward ad-spends. But with every challenge there is an opportunity – we have seen a faster uptake of digital amongst our clients. SMG India is the Global Centre of Excellence for Analytics.
We have seen this contribute substantially to our topline and bottom-line growth in H1. In the last six months, we have executed revenue generating analytics projects for SMG from US, UK, Italy, Australia and Middle-East. Starcom Media Vest India’s analytics team has won international awards and presented papers in prestigious forums such as ESOMAR in Jakarta, Advertising Research Foundation’s Seminar in NY and at the Predictive Analytics World Conference in Chicago. We have built world-class capability on this front and are well placed as an organisation for the data driven, precision marketing transition that will take place in media planning over the next 12 to 24 months.
What are plans lined up by SVM for the coming months?
Our focus will be client–delight, product, growth and training. SMG sees itself as a strategic partner to its clients with its product predicated on the principles of brilliant basics, digital, data and analytics. We will look at building new paradigms of planning that would help optimise the TV and print investments of our clients.
We are already ahead of the market in terms of being one of the few agencies with a capability to do video neutral planning. Digital transition, for the right reasons, will be a spotlight for the agency. Also, we strongly believe that real-time data driven marketing and media planning is the future. This will continue to be an area of thrust. Training is another area for us in which we plan to make substantial investments in 2014.
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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