MAM
Fintech invests in branded content to reach Gen Z and millennials
Mumbai: Fintech brands are looking at the massive influx of Gen Z and millennial retail investors as an opportunity to create awareness about their products. As awareness about the securities market in India remains comparatively low compared to markets like the US, brands are choosing educational content to create brand recall.
The Indian financial markets saw unprecedented retail participation between April 2020 and January 2021. The securities and exchange board of India (SEBI) reported that 1.4 crore new demat accounts were opened in FY 2020-21. The total number of demat accounts as of March stands at 5.5 crore which means that a fifth of the total demat accounts was opened in the last financial year.
“The capital markets have grown tremendously as well and retail participation has increased. According to Central Depository Services Ltd, (CDSL), in the first six months of the lockdown only, there was also a 20 per cent rise in demat accounts. So, definitely, there is a huge interest and appetite for learning about the financial markets especially given the slowdown in placements and the job market,” said iProspect India, chief executive officer, Rubeena Singh.
There was a surge in interest in all forms of wealth creation, as crores of people, lost their jobs. Unlike before, this time new investors had access to a vast trove of information on stocks, IPOs, mutual funds, cryptocurrencies, and other asset classes. Their decision-making is influenced not by a financial advisor but rather by influencers on YouTube.
“There has been a spike in the volume of content created as the consumer interest in these (fintech) products has increased. However, more video and less text content are being consumed and thus, created. So, brands are looking to create short-form video content in a scalable way that is also cost-efficient. They are also integrating with existing shows, partnering with original content and content creators,” remarked Singh.
A bevy of brands have made it their personal mission to educate these young investors about credit, securities, crypto and help them make smart decisions. This creates a halo effect around the brands, as well as drive their marketing agendas to appear as category leaders in their space. Brands like Upstox, CoinSwitch Kuber, CoinDCX, Cred, and PhonePe are investing in content creation on their own platforms as well as strategic associations with key influencers and media platforms to remain visible.
The banking and finance, mutual fund, insurance, and cryptocurrency players are the most prominent when it comes to media partnerships as they are not only trying to grow their brands but also the entire category.
For example, cryptocurrency platform WazirX partnered with business news channel CNBC TV18 to develop an education programme that lays emphasis on crypto emerging as a mainstream asset class. Similarly, competitor CoinSwitch Kuber partnered with NDTV for a similar content partnership.
“The cryptocurrency market is attracting almost everyone. While almost 50 per cent of the users on the platform are below 28 years of age, we have been witnessing a lot of traction from senior citizens and users above 45 years of age. Investors from smaller cities in India are also getting into crypto. Around 60 per cent of the investors come from Tier II and Tier III cities of India” observed CoinSwitch Kuber, chief business officer, Sharan Nair.
“CoinSwitch Kuber is actively collaborating with local newspapers, media and influencers to educate and inform investors about the new assets. Kuberverse, a free educational resource available on the platform, is also contributing to this goal. Also, the ease of usage of the platform adds to our advantage and attracts users in large numbers,” he added.
Brands are looking at content integrations and partnerships as this educational content will continue to garner views, long after it has been created by the next generation of investors. Singh admits that money being spent on digital is far less than traditional channels, however, that needs to change with the consumption pattern. “Brands are spending about Rs 75 lakh to Rs 1 crore to create educational content. Integration in a video or partnering with one episode of a large IP may cost around Rs 25 lakh to 50 lakh,” she noted.
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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