MAM
Durga Puja: Advertisers optimistic as demand returns
MUMBAI: By now it’s evident that the Covid2019 pandemic is not going away anytime soon. After spiralling caseloads – ravaged the economy, and played spoilsport with travel plans – scary ol' Corona seems to be on the wane in time for the festive season, though it’s too early to celebrate outright. But with the markets rallying and consumer sentiments surging, brands and advertisers are sniffing the air hopefully, even as they tread with caution.
Every year, several categories like FMCGs, apparel, auto, e-commerce and consumer durables become the biggest spenders during the Durga Puja-Diwali stretch. The query their marketing teams puts up is not ‘how much?’ but ‘why not?’ This time around, the question is: how brands plan to advertise in the year of Corona.
However, the Tata group owned fashion and lifestyle chain Westside has braced to make the most out of the circumstances. The brand’s ‘What’s Your Festive’ campaign focuses on all the products, right from clothing, cosmetics, footwear to home décor. For the campaign, Westside has created four festive installations, each of which spans 15 seconds in which viewers can catch a glimpse of everything that it offers.
Westside customer head Umashan Naidoo explained, “The films are directed by the very talented Devang Desai and the cast consists of Westside employees, customers and designers from the ethnic wear brand. After all, who better to advocate style and share the joy of their products but the creators themselves? We believe that these are real people with the aspirations of the brand at heart.”
The films are meant to uplift spirits and have nothing to do with hard selling, said Naidoo, adding in an aside that the sparkling diyas featured in the video are part of a CSR project started in 2003 by Simone Naval Tata herself.
As the options for big outdoor displays and activities are limited, brands are shifting to the digital space to keep their connect with customers alive. For instance, Fortune the Adani Wilmar group's Fortune brand has been running a digital campaign called Pet Pujo for the last three years to engage consumers. The brand’s media & strategy head Sanjay Adesara said: “This year, we have given it a twist keeping the current Covid situation in mind. From the last 3-4 years, we were doing a separate digital activity outside. This year also we are keeping it digital.”
Adesara also shared that the trends in the West Bengal market during the pre-Puja period are similar to last year’s: there’s been no dip in additional grocery buying and shopping for clothes and personal care products.
Kolkata is a major market for RSH Global-owned Joy Personal Care. CMO Poulomi Roy is of the view that from November onwards, things are going to pick-up in the northern part of the country, especially before Diwali. The skincare maker has launched a new campaign ahead of Durga Puja in West Bengal. As part of the campaign, the brand released the peppy, upbeat music video Dugga Elo featuring ten popular Bengali celebrities which captures vivid moments that highlight the vibe of pujo. Intended to create a festive mood and keep the spirit alive, the campaign song will be played out on television, radio, OTT platform and social media platforms of SVF Brands.
Observing that while the personal care segment such as hand wash, soap, sunscreen segments had gone down during the initial phase of the lockdown, Roy said one category that witnessed a boost was luxury products.
“People have stayed back at home and instead of spending outside, they have actively been indulging and taking care of themselves by using personal care products,” she added. The disruption that happened at the outset of the pandemic affected the company's supply chain but as things are getting back to normal, the demand is steadily returning.
Experts echoed the sentiment, saying consumer demand has definitely picked up in the past 15 days. Experimental and cross-shopping is on the rise, especially for categories such as cosmetics, lingerie and home décor. They project that brands which have the best style, value, availability, and experience will surely witness growth.
Tata CLiQ CMO Kishore Mardikar noted that since people are still on guard against contracting the virus, there’s been a lull in out-of-doors puja activity, especially shopping. Instead, they’ve switched to online to purchase their discretionary needs along with daily essentials. Broadly, there’s been an accelerated digital adoption this year, with increased exploration and buying in all the categories including fashion and electronics.
Looking to capitalise on this shift, the primary focus of Tata CLiQ is on audiences that have higher intent/consideration to purchase and thereby engage with them to catapult traffic to the platform. The company's marketing plan during the season is positioned around the theme of gifting.
“This year our focus is to drive transactional efficiencies and hence our marketing choices are dictated mainly by digital media complimented with engagements via our social platforms,” Mardikar added.
Even after Covid and government-mandated guidelines to check it, brands have improvised, adapted and are desperately trying to overcome all the challenges. Will they get to have the last laugh? Or will the Calcutta High Court's direction to make all pujo pandals in the state 'no-entry zones' prove to be their undoing?
MediaCom chief growth officer Soumak Banik paints a not-so-rosy picture of the situation. “When you talk about Durga Puja or event festivities, the maximum of the money goes on ground. This time that is itself cut down, taking a huge hit. Even if the entire outdoor budget is lesser, it will impact advertising fundamentals at the end of the day,” he said.
The festive season is an auspicious time in terms of sales for businesses across the board and marketers leverage this opportunity with promotions galore. This year, the festivities may be subdued and the volume of ads may be low, but brands are not down and out for the count. They're trying to reach out to customers in new ways and formats.
“There is cautious optimism in the air. Brands are planning activities and are expecting offtakes to happen,” summed up Havas Media Group MD India Mohit Joshi.
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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